2014 buyer's guide to marketing automation
DESCRIPTION
2014 Buyer's Guide to Marketing AutomationTRANSCRIPT
Page 1 of 46copyTrustRadius Inc 2014
Direct from the Perspectives of End-Users
The Buyerrsquos Guide to Marketing Automation Software
First Published April 16 2014
Curated from End-User Reviews on
Table of Contents
Introduction 3
The State of Marketing Automation 5
Achieving Success with Marketing Automation 7
The Best Marketing Automation Products by Market Segment 11The Best Marketing Automation Products for Small Businesses (lt50 employees) 13The Best Marketing Automation Products for Mid-Size Companies (51-500 employees) 15
The Best Marketing Automation Products for Enterprises (gt500 employees) 17
Product Ratings amp User Feedback 19Act-On 19Adobe 22CallidusCloud Marketing Automation (formerly LeadFormix) 24eTrigue DemandCenter 26HubSpot 28IBM 30Infusionsoft 31Marketo 33Oracle Eloqua 35Pardot 37Silverpop Engage 39
Teradata Marketing Studio (formerly Aprimo Marketing Studio) 41
Trends in Marketing Automation 43
Further Resources for Your Evaluation 46
copyTrustRadius Inc 2014Page 3 of 46
Why You Should Read This Guide - Vinay Bhagat Founder amp CEO TrustRadiusTrustRadius is excited to publish our first Buyerrsquos Guide for the Marketing Automation software category It follows our Buyerrsquos Guide to Social Media Management Software published in October 2013 This guide is based upon 400 in-depth reviews by authenticated end-users of Marketing Automation software and over 10000 comparisons performed by Marketing Automation software buyers on our site wwwtrustradiuscom TrustRadius is the leading community for professionals who use business software to exchange candid insights to help each other make smarter product selection implementation and usage decisions Our mission is to help
software buyers cut through the noise identify the best products for their use case and maximize their return on investment I founded TrustRadius after witnessing first-hand the challenges in making sound business software purchasing and implementation decisions at my last company
Marketing Automation is an exciting fast-growing category Google searches for ldquoMarketing Automationrdquo have increased about 50 over the last year Most vendors are growing at a rapid pace and the market has also seen several high-profile acquisitions While there have been a number of published Marketing Automation whitepapers we felt there was an opportunity to take create a more useful Buyerrsquos Guide based upon the following principles
Small businesses and billion dollar enterprises have completely different needs Technology analysts focus primarily on the needs of large enterprises and their coverage aligns to products which serve those companies However Marketing Automation is beneficial for a diverse range of companies In this guide we include a wide array of products ranging from those oriented towards SMBs and mid-market companies to those specifically designed for large enterprises Unlike other software review sites we do not try and compare products designed for different segments in a single grid Instead we present these products by their focus on each market segment - small businesses mid-size companies and enterprises ndash and how those customers rate them
First-hand insights from usersbuyers are incredibly valuable Many research reports are written by people who are not first hand-users of those products but have gathered information from public sources talking to vendors and perhaps surveying a few clients We believe that the most practical insights come directly from users This guide is based upon almost 400 in-depth reviews of Marketing Automation software products on TrustRadius while also leveraging comparison amp evaluation data from more than 10000 software buyers on our site during Q1 2014
Introduction
Page 4 of 46copyTrustRadius Inc 2014
Ratings are a guide for sentiment but should not drive your decision Marketing Automation software is a considered purchase and it is critical to understand which product(s) are the best fit for your needs User ratings indicate sentiment but should not be the sole determinant for product selection In addition to analyzing products by market segment we provide a distillation of the pros and cons of each product as cited in reviews on TrustRadius This provides a launch pad for you to do more in-depth research by reading full reviews running comparisons connecting with other users and engaging with key vendors
Technology success encompasses much more than just technology selection Selecting the right product is important but does not guarantee your success In fact there are many examples of companies who make sound product selection decisions but fail to realize results because of poor planning or execution In this guide we include key recommendations to maximize your chances of success based upon interviews with leading marketing consultants
Markets and vendors are dynamic - understand the trends and strategies in context The Marketing Automation software segment has seen a lot of change in the last 5-10 years Products have rapidly matured and expanded in capability There have been multiple acquisitions Partner eco-systems have also emerged We believe that it is important for buyers to understand this context when making a decision and we include a section on key market trends as well as interviews with key management of covered products
Last but by no means least I would like to thank our Research Director Alan Cooke for methodically reviewing every review and compiling the data that went into this report
I would love to hear your feedback on this guide Did you find it helpful How can we improve it Please email me at vinaytrustradiuscom or find me on Twitter vinaybhagat
About this Guide ndash Alan Cooke Research Director TrustRadiusThis guide is based upon a distillation of 400 in-depth reviews of Marketing Automation software products contributed by end-users to TrustRadius Those insights are augmented by interviews with highly regarded marketing consultants and senior executives from several major vendors
All TrustRadius reviewers are authenticated via their LinkedIn profile We check every review to make sure the submission is genuine and meets our stringent criteria for publication the reviewer must have actually used the product (not just seen a demo)
the reviewer does not and has not ever worked for the vendor or its competitors the product has been used in the last 6 months the review is substantive and not simply an advertorial or an unhelpful personal venting or vendetta
This guide is divided into five major sections
1 The State of Marketing Automation
2 Achieving Success with Marketing Automation
3 The Best Marketing Automation Products by Market Segment
4 Product Ratings amp User Feedback
5 Trends in Marketing Automation
copyTrustRadius Inc 2014Page 5 of 46
What is Marketing AutomationMarketing Automation software helps to automate and scale repetitive marketing tasks and the subsequent analysis of those efforts Originally focused on email-based campaign management Marketing Automation now refers to a broad range of automation and analytic tools for marketing
While increasingly multi-channel Marketing Automation products are largely centered on digital campaign execution automation and measurement The core concept is that leads in the marketing database can be nurtured through the buying process by providing them with relevant personalized content until they are ready to purchase Historically the primary channel was email but today websites mobile interfaces and social media are all integral to successful marketing efforts Campaign workflow can be designed within the tool and then executed automatically once a campaign has run its course a range of analytic tools can measure its performance to understand what worked well and what did not
Most Marketing Automation software products contain an email engine and abilities to create customized landing pages score leads and analyze results which provide a holistic view of the entire marketing funnel from visitor to customer Beyond these core functions vendors tend to differentiate themselves on breadth or depth of offering largely based upon current or historical market segment focus
For example at the high very end of the market some enterprise tools like Teradatarsquos Integrated Marketing Management (formerly Aprimo Marketing Studio) and IBM Unica provide comprehensive Marketing Resource Management (MRM) functionality This functionality focuses on internal marketing processes like budget and forecasting project workflow management asset management brand management and spend management Such capabilities have historically not been a focus for small business and mid-market enterprises though some believe that MRM capabilities will become important for mid-market companies Marketo recently added budget management and will be releasing a calendar feature
ldquoFor marketing automation to move beyond demand generation to become the platform for marketing MRM [Marketing Resource Management] is an area that they will have to include as part of their suites moving forwardrdquo
Craig Rosenberg - Co-founder TOPO
At the small business end of the market the emphasis is on providing a complete toolset of marketing capabilities of which campaign management is just one element These products are commonly referred to as ldquoAll-in-One Marketing Platformsrdquo and typically include basic email social media search engine optimization (SEO) and blogging tools Some products also include eCommerce and basic CRM capabilities
The State of Marketing Automation
Page 6 of 46copyTrustRadius Inc 2014
Inbound versus Outbound MarketingAn inbound marketing orientation focuses on the ldquotop of the funnelrdquo ie generating new leads Per the illustration below primary inbound marketing tactics include publishing educational content (blogs white papers videos or any other content that draws people in) search engine optimization and social media
Outbound (or mid-funnel) marketing focuses on nurturing and engaging existing leads with relevant content via email and social media building calls to action (eg attending a webinar) and sending leads to personalized landing pages As these leads become increasingly engaged they become Marketing Qualified Leads (MQLs) and ultimately Sales Qualified Leads (SQLs) that are ripe for closing Some marketing automation tools aim to cover the full funnel while other tools emphasize individual stages
Source Steven Shattuck The Top 1 Ways to Fail at Content Marketing March 2013
copyTrustRadius Inc 2014Page 7 of 46
Achieving success with Marketing Automation requires much more than selecting the right software product We spoke with several leading marketing consultants to better understand the key success factors for any Marketing Automation project and a few key themes emerged
1 Define Your Marketing Strategy FirstCompanies are frequently too focused on picking technology Before selecting a Marketing Automation platform itrsquos important to have a clear strategy in place as to how you will use it Companies that fail to do this frequently get low mileage out of their Marketing Automation systems
ldquoAll too often people are doing it backwards Theyrsquore buying the technology then asking whatrsquos next Technology is not a silver bullet without a strategy and planrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoBy far the 1 issue we see with companies who invest in marketing automation is the lack of an overall plan or strategy Too often companies make the assumption that simply the act of deploying a marketing automation platform will result in marketing efficiencies Without at least the semblance of a plan or strategy for how the company plans to use the system marketing automation is doomed to be little more than email softwarerdquo
Howard J Sewell ndash President Spear Marketing Group
ldquoThe most successful companies with marketing automation have put in place a demand generation strategy They have people that will actually own the success of not just the marketing automation but the demand generation program ndash someone is on the line to deliver the metrics (MQLs leads) and therersquos someone who will own the tool In many small companies itrsquos the same person In larger companies itrsquos notrdquo
Craig Rosenberg - Co-founder TOPO
Achieving Success with Marketing Automation
Page 8 of 46copyTrustRadius Inc 2014
ldquoItrsquos critical to have a clear definition of your target customers and understand whatrsquos interesting to them and how you can best reach them Email is incredibly important in B2B ndash however social is becoming much more important Determine the cycle that your buyers go through to evaluate consider and make a purchase decision Then determine what the best content assetsstories are to share with them Itrsquos also important to define the hand-off to sales Therersquos also a huge opportunity to continue to engage customers post-sale Itrsquos not supposed to be easy but you can break it into a crawl walk and run approachrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
2 Align People to ProcessesMarketing Automation is not just about the automation of existing marketing processes - it represents a new way to engage with prospective customers and align marketing activities much more closely to revenue generation Engaging in Marketing Automation frequently does necessitate adding more resources though there is generally a clearly achievable return on investment
ldquoTherersquos a lot of strategic dialogue that needs to happen ndash ensuring sales and marketing are aligned on the definition of a MQL (Marketing Qualified Lead) and ensuring that the content team produces content aligned to a buyerrsquos journey If their marketing organization is not aligned and ready for the change to be a more modern marketing organization then buying a tool is a real waste of moneyrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoI advise clients not to underestimate the amount of resources required to make the most of a marketing automation system Again this has less to do with managing the software per se and much more to do with developing the campaigns programs strategies and content that are the fuel for a successful deployment At a bare minimum expect to dedicate one-half of a full-time employee (or the equivalent services from an outside firm) in order to get the most from your investmentrdquo
Howard J Sewell ndash President Spear Marketing Group
3 Integrate SystemsMarketing Automation systems cannot operate in a silo At minimum they need to tie in to your CRM (Customer Relationship Management) system All too frequently there is no clear plan for how the integration should proceed what data should be exchanged etc
ldquoOne of the big misses is internal alignment for data integration and reporting Your marketing automation solution is only as a good as the data you put into it Often when wersquore brought in therersquos not been any conversation about integration or what will be the master database ndash the marketing automation system another marketing database or Salesforcecomrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
Page 9 of 46copyTrustRadius Inc 2014
4 Develop a Content StrategyAn effective demand generation strategy enabled through Marketing Automation usually requires a good volume of content However the content needs to be systematically designed based upon an assessment of the target buyer and aligned to the buyerrsquos journey (how they buy) Content needs to be educational and not overly self-serving or promotional Content production is a non-trivial problem but there are efficiency opportunities through atomization - breaking up existing content and repackaging it
ldquoThe ability to produce content is tough ndash most companies donrsquot have writers or if they do they have technical writers which is not the same skill setrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoContent is often a roadblock to being successful People buy marketing automation systems and they donrsquot have anything to deliver An enlightened company getting ready to embark on this journey will be preparing content well in advance Many companies realize too late and they use marketing automation in a crude way offering the same thing in the same way or think about product-centric offers Yoursquore in a battle for the mind of the customerrdquo
Craig Rosenberg ndash Co-founder TOPO
ldquoThe type of content that works best in the context of a lead nurturing or e-marketing program is usually informational lsquothought leadershiprsquo-type content that speaks to best practices strategies or techniques for solving the type of business problem that the marketerrsquos product or service addresses Itrsquos this type of content that will drive a higher level of engagement build credibility and ultimately drive a dialogue with sales Conversely (and counter-intuitively) content that overtly lsquosellsrsquo a product or service particularly early in the sales cycle has a greater chance of alienating the reader Not every piece of content has to be a new 12-page white paper however We advise clients to look at recycling or
repurposing existing content Perhaps an old white paper can see new life as a checklist a WebinarSlidecast a series of short videos or an infographicrdquo
Howard J Sewell ndash President Spear Marketing Group
ldquoYou need to define buyer personas in a deep way ndash not just who they are but what the journey looks like for them That helps you define what the questions need to be at each of those stages and hence what types of content should be developed Volume of content is important however quality and relevancy is most important There are solutions for volume eg content management tools like Kapost or content developed by agencies including the lsquoatomization of contentrsquo We look at how to do things in an efficient way ie breaking one great asset into smaller snackable chunksrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoMapping content to the stages of the buyerrsquos journey is difficult ndash many companies get stuck in the white paper rut Therersquos not a lot of credibility with some B2B marketing orgs Theyrsquore looked at as an activity center versus one that supports the generation of revenue This creates a challenge when motivating the rest of the organization to help with content strategyrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
Page 10 of 46copyTrustRadius Inc 2014
5 Re-Think Your MetricsMarketing organizations are often stuck in the past concentrating on metrics like open and click rates for emails but not tying their campaigns back to revenue Beyond agreeing on the right metrics to track itrsquos also important to ensure therersquos consensus on their definition
ldquoToday best-in-class organizations focus on MQLs and SALs and look at velocity of movement and conversion rate in the funnel Itrsquos all tied back to revenuerdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoThey have a hard time proving value as they cannot tie to revenue Many only can do last-touch attribution They lose visibility once a lead moves into the sales realm Marketing is often removed once it goes into sales which is a mistake Therersquos no continuous threadrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoThe big thing is defining what a qualified lead is ndash MQLs and SQLs - if using the Sirius Decisions framework These things are critical to successrdquo
Craig Rosenberg ndash Co-founder TOPO
ldquoBecause 67 of the purchase process happens before the buyer talks to a person marketing needs to be able to measure and score leads and understand attribution Understanding what metrics to measure and data to track is importantrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
copyTrustRadius Inc 2014Page 11 of 46
IncludedOmitted ProductsIn this Buyerrsquos Guide we include Marketing Automation tools that offer integrated capabilities for demand generation (including email campaign management landing pages lead scoring etc) and which have also been reviewed by end-users on TrustRadiuscom Some covered solutions (HubSpot and Act-On for example) also include ldquoinbound marketingrdquo capabilities such as support for SEO (search engine optimization) social media publishing etc One product Infusionsoft also includes basic CRM capabilities Others (eg Aprimo Unica) include capabilities for MRM (Marketing Resource Management)
We omit products that focus on one discrete aspect of marketing automation eg just landing page management We also omit products that have fewer than three reviews within a given market segment
For a broader list of Marketing Automation products visit our Marketing Automation page on TrustRadiuscom
Market Segmentation ApproachAs Marketing Automation needs are quite diverse it does not make sense to compare all products in one chart Historically most Marketing Automation solutions have focused on different market segments most often defined by organizational scale and an associated complexity of requirements Some vendors span segments or have distinct offerings for them such as Marketo which targets its Spark offering to smaller businesses Others (like Infusionsoft) are very focused on one market segment - small businesses
TrustRadius segments the market by the size of the company that the product serves
raquo Small Businesses 1-50 employees
raquo Mid-Size Companies 51-500 employees
raquo Enterprises gt500 employees
Some smaller companies are exceptions to this segment generalization and run complex demand generation programs that are usually associated with larger companies Conversely some larger organizations may have simpler needs that are easily addressed using products designed primarily for smaller companies In some instances those solutions are utilized by a single department within a larger company
The Best Marketing Automation Products by Market Segment
Page 12 of 46copyTrustRadius Inc 2014
Best Marketing Automation Products by Market Segment Introducing the TrustMaptrade
ldquoBestrdquo is a highly subjective term Selecting the right product requires prioritizing your requirements and determining which products address them While ratings are a broad indicator of sentiment it is critical to look beyond them to properly find the best match for your particular needs When using product reviews as part of your evaluation focus on those users whose needs most closely mirror your own learn about the context in which the product is being used and read multiple reviews to get a better idea of a productrsquos specific pros and cons You can filter reviews on TrustRadiuscom using variables such as company size industry role and more You can also use our side-by-side comparison tool to easily view multiple user opinions on key questions
To help narrow your choices we have created the TrustMaptrade - a visual depiction of the best software products as rated by users within each market segment The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group Each TrustMaptrade depicts Marketing Automation products on two dimensions
1 User Ratings ndash based on the average ldquoLikelihood to Recommendrdquo score by customers within that company size segment These ratings reflect user perception of the product as a whole and not to specific features In this analysis we present user ratings on a 1-5 scale All ratings and reviews come from authenticated end-users of the software
2 Segment Focus ndash the percentage of customers within that segment band derived from the mix of reviews on TrustRadiuscom While this is not a precise measure of a productrsquos user base it can serve as a useful proxy for a productrsquos market focus This approach penalizes companies with offerings that broadly span segments so we also present estimated customer counts by segment derived again based upon their review mix and publically available data or estimates of total customer counts Products with fewer than three reviews in a given segment are excluded
We also draw lines for the average User Rating and Segment Focus within that segment in order to create a quadrant We designate products in the upper right hand side of the quadrant that are at or above average for both User Rating and Segment Focus as ldquoBest Productsrdquo for that segment Products that have a User Rating at or above the average for the segment but a below-average Segment Focus are labelled ldquoStrong Performersrdquo
The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group
Page 13 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Small Businesses (lt50 employees)
Marketing Automation TrustMaptrade for Small Businesses
TM
Small Business Segment Focus(Percent of Customers in Small Business Segment)
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50BEST PRODUCTSSTRONG PERFORMERS
Average 48
Average 43
Most Marketing Automation products are quite positively rated by small businesses (receiving at least a 4 out of 5 rating) The average User Rating for Marketing Automation solutions in the small business segment is 43 out of 5 which is higher than the average in the small-medium enterprise and large enterprise segments
The average Segment Focus among vendors serving small business segment is 48 and there are 4 vendors at or above this level - CallidusCloud Marketing Automation (formerly Leadformix) Infusionsoft HubSpot and Act-On
Page 14 of 46copyTrustRadius Inc 2014
Factoring these two attributes The Best Marketing Automation Products for Small Businesses are
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
HubSpot 48 69 7311
Act-On 47 53 1166
Infusionsoft 43 96 18240
Percent of clients that are small businesses as indicated by the mix of reviews on TrustRadius
The choice of which solution is right for you is highly dependent on what is most important for you For example while Infusionsoft receives a lower average user rating than HubSpot and Act-On it is unique because it incorporates light-weight CRM and e-commerce capabilities For more information visit the individual product sections of this guide and read reviews for each product on TrustRadius
There are a number of positively rated Marketing Automation products that donrsquot have quite the same focus on the Small Business segment These are designated as (Strong Performers in Marketing Automation for Small Business on the TrustMaptrade
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
Pardot 46 21 315
Oracle Eloqua 48 6 92
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Small Businesses
Page 15 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
Marketing Automation TrustMaptrade for Mid-Size Companies
TM
Mid-Size Company Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 41
BEST PRODUCTS
Average 39
(Percent of Customers in Mid-Size Company Segment)
The average rating for Marketing Automation products in the Mid-Size Company segment is 39 out of 5 (versus 43 out of 5 for the Small Business segment) This pattern fits within a larger trend that we often see on TrustRadiuscom - as you move up-market and solutions become more complex and user requirements more demanding average ratings tend to decline
Page 16 of 46copyTrustRadius Inc 2014
The average segment focus among vendors serving the Mid-Size Company segment is 41 Factoring both user ratings and market focus the Best Marketing Automation Products for Mid-Sized companies are
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Marketo 42 60 1801
Pardot (Salesforce) 40 58 864
Percent of clients that are Mid-Sized Companies as indicated by the mix of reviews on TrustRadius
Additionally the following vendors are Strong Performers in Marketing Automation for Mid-Size companies highly rated yet have a below average concentration of customers in the Mid-Size Company
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Act-On 43 35 770
Eloqua 40 35 525
HubSpot 46 25 2679
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Mid-Size Companies
Page 17 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Enterprises (gt500 employees)
Marketing Automation TrustMaptrade for Enterprises
TM
Enterprise Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 46
BEST PRODUCTS
Average 38
(Percent of Customers in Enterprise Segment)
The average rating for Enterprise Marketing Automation products is 38 out of 5 (compared to 39 for Mid-Size Companies and 43 for Small Businesses) The average enterprise customer focus is 46 There are several solutions designed exclusively or largely for large enterprises and among them all Oraclersquos Eloqua is the clear winner and the Best Product for Enterprise Marketing Automation
PRODUCT AVG ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Oracle Eloqua 44 59 870
Percentage of Enterprise clients as indicated by the mix of reviews on TrustRadius
Page 18 of 46copyTrustRadius Inc 2014
There are four Strong Performers in the Enterprise segment (highly rated by customers but with smaller proportions of them in the Enterprise segment) that are worth evaluating depending on your requirements
PRODUCT ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Pardot (Salesforce) 39 21 318
Marketo 39 15 450
Act-On 47 13 282
HubSpot 44 6 609
raquo Pardot - Any company that is heavily reliant on Salesforcecom as a CRM would be wise to also evaluate Pardot given their recent acquisition by Salesforcecom Pardot scores quite favorably among Enterprise customers although its campaign management feature set is not as robust as those of Eloqua or Marketo Read more about the proscons of Pardot and a management interview about their plans for integration with Salesforcecom in the Pardot product section
raquo Marketo is rapidly building additional enterprise-oriented capabilities including Marketing Resource Management (MRM) We have also heard from several consultants serving large accounts who have seen success with Marketo It is the most frequently compared product with Eloqua with 59 of those evaluating Eloqua also evaluating Marketo (see Comparison Ring below)
raquo Act-On is used by a number of large Enterprises most often as a departmental solution It is generally not considered a suitable choice for centralized marketing operations at a large enterprise
raquo HubSpot also has a large number of Enterprise accounts and is very positively rated within this segment In some cases HubSpot is used in conjunction with other marketing automation solutions like Marketo
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Ring for Eloqua ndash Best Product in Enterprise Marketing Automation
copyTrustRadius Inc 2014Page 19 of 46
Act-On Ratings amp User FeedbackAct-On provides a cloud-based integrated Marketing Automation platform that enables small to medium sized businesses and departments of large enterprises to effectively acquire customers build loyalty and expand their relationships with these customers Act-Onrsquos technology features an intuitive user interface and includes an email engine with integration to leading web conferencing and CRM solutions tools for website visitor tracking lead scoring lead nurturing and social media prospecting design tools for web forms landing pages and emails inbound tools for SEO Google AdWords tracking and blog integration Act-On is a privately held company and has raised $74 million in venture capital to date including $42 million announced on April 15th 2014 Act-Ons Founder CEO was the co-founder and CTO of the marketing solutions provider Responsys
Company status Private
2013 revenue estimate $31 million
Growth 2012-13 215
Customers 2200
Employees 261
2012 revenue $10m (httpwwwforbescomcompaniesact-on-software) interview with TrustRadius indicated growth of 215 Interview with TrustRadius LinkedIn employees listed
Product Ratings amp User Feedback
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Table of Contents
Introduction 3
The State of Marketing Automation 5
Achieving Success with Marketing Automation 7
The Best Marketing Automation Products by Market Segment 11The Best Marketing Automation Products for Small Businesses (lt50 employees) 13The Best Marketing Automation Products for Mid-Size Companies (51-500 employees) 15
The Best Marketing Automation Products for Enterprises (gt500 employees) 17
Product Ratings amp User Feedback 19Act-On 19Adobe 22CallidusCloud Marketing Automation (formerly LeadFormix) 24eTrigue DemandCenter 26HubSpot 28IBM 30Infusionsoft 31Marketo 33Oracle Eloqua 35Pardot 37Silverpop Engage 39
Teradata Marketing Studio (formerly Aprimo Marketing Studio) 41
Trends in Marketing Automation 43
Further Resources for Your Evaluation 46
copyTrustRadius Inc 2014Page 3 of 46
Why You Should Read This Guide - Vinay Bhagat Founder amp CEO TrustRadiusTrustRadius is excited to publish our first Buyerrsquos Guide for the Marketing Automation software category It follows our Buyerrsquos Guide to Social Media Management Software published in October 2013 This guide is based upon 400 in-depth reviews by authenticated end-users of Marketing Automation software and over 10000 comparisons performed by Marketing Automation software buyers on our site wwwtrustradiuscom TrustRadius is the leading community for professionals who use business software to exchange candid insights to help each other make smarter product selection implementation and usage decisions Our mission is to help
software buyers cut through the noise identify the best products for their use case and maximize their return on investment I founded TrustRadius after witnessing first-hand the challenges in making sound business software purchasing and implementation decisions at my last company
Marketing Automation is an exciting fast-growing category Google searches for ldquoMarketing Automationrdquo have increased about 50 over the last year Most vendors are growing at a rapid pace and the market has also seen several high-profile acquisitions While there have been a number of published Marketing Automation whitepapers we felt there was an opportunity to take create a more useful Buyerrsquos Guide based upon the following principles
Small businesses and billion dollar enterprises have completely different needs Technology analysts focus primarily on the needs of large enterprises and their coverage aligns to products which serve those companies However Marketing Automation is beneficial for a diverse range of companies In this guide we include a wide array of products ranging from those oriented towards SMBs and mid-market companies to those specifically designed for large enterprises Unlike other software review sites we do not try and compare products designed for different segments in a single grid Instead we present these products by their focus on each market segment - small businesses mid-size companies and enterprises ndash and how those customers rate them
First-hand insights from usersbuyers are incredibly valuable Many research reports are written by people who are not first hand-users of those products but have gathered information from public sources talking to vendors and perhaps surveying a few clients We believe that the most practical insights come directly from users This guide is based upon almost 400 in-depth reviews of Marketing Automation software products on TrustRadius while also leveraging comparison amp evaluation data from more than 10000 software buyers on our site during Q1 2014
Introduction
Page 4 of 46copyTrustRadius Inc 2014
Ratings are a guide for sentiment but should not drive your decision Marketing Automation software is a considered purchase and it is critical to understand which product(s) are the best fit for your needs User ratings indicate sentiment but should not be the sole determinant for product selection In addition to analyzing products by market segment we provide a distillation of the pros and cons of each product as cited in reviews on TrustRadius This provides a launch pad for you to do more in-depth research by reading full reviews running comparisons connecting with other users and engaging with key vendors
Technology success encompasses much more than just technology selection Selecting the right product is important but does not guarantee your success In fact there are many examples of companies who make sound product selection decisions but fail to realize results because of poor planning or execution In this guide we include key recommendations to maximize your chances of success based upon interviews with leading marketing consultants
Markets and vendors are dynamic - understand the trends and strategies in context The Marketing Automation software segment has seen a lot of change in the last 5-10 years Products have rapidly matured and expanded in capability There have been multiple acquisitions Partner eco-systems have also emerged We believe that it is important for buyers to understand this context when making a decision and we include a section on key market trends as well as interviews with key management of covered products
Last but by no means least I would like to thank our Research Director Alan Cooke for methodically reviewing every review and compiling the data that went into this report
I would love to hear your feedback on this guide Did you find it helpful How can we improve it Please email me at vinaytrustradiuscom or find me on Twitter vinaybhagat
About this Guide ndash Alan Cooke Research Director TrustRadiusThis guide is based upon a distillation of 400 in-depth reviews of Marketing Automation software products contributed by end-users to TrustRadius Those insights are augmented by interviews with highly regarded marketing consultants and senior executives from several major vendors
All TrustRadius reviewers are authenticated via their LinkedIn profile We check every review to make sure the submission is genuine and meets our stringent criteria for publication the reviewer must have actually used the product (not just seen a demo)
the reviewer does not and has not ever worked for the vendor or its competitors the product has been used in the last 6 months the review is substantive and not simply an advertorial or an unhelpful personal venting or vendetta
This guide is divided into five major sections
1 The State of Marketing Automation
2 Achieving Success with Marketing Automation
3 The Best Marketing Automation Products by Market Segment
4 Product Ratings amp User Feedback
5 Trends in Marketing Automation
copyTrustRadius Inc 2014Page 5 of 46
What is Marketing AutomationMarketing Automation software helps to automate and scale repetitive marketing tasks and the subsequent analysis of those efforts Originally focused on email-based campaign management Marketing Automation now refers to a broad range of automation and analytic tools for marketing
While increasingly multi-channel Marketing Automation products are largely centered on digital campaign execution automation and measurement The core concept is that leads in the marketing database can be nurtured through the buying process by providing them with relevant personalized content until they are ready to purchase Historically the primary channel was email but today websites mobile interfaces and social media are all integral to successful marketing efforts Campaign workflow can be designed within the tool and then executed automatically once a campaign has run its course a range of analytic tools can measure its performance to understand what worked well and what did not
Most Marketing Automation software products contain an email engine and abilities to create customized landing pages score leads and analyze results which provide a holistic view of the entire marketing funnel from visitor to customer Beyond these core functions vendors tend to differentiate themselves on breadth or depth of offering largely based upon current or historical market segment focus
For example at the high very end of the market some enterprise tools like Teradatarsquos Integrated Marketing Management (formerly Aprimo Marketing Studio) and IBM Unica provide comprehensive Marketing Resource Management (MRM) functionality This functionality focuses on internal marketing processes like budget and forecasting project workflow management asset management brand management and spend management Such capabilities have historically not been a focus for small business and mid-market enterprises though some believe that MRM capabilities will become important for mid-market companies Marketo recently added budget management and will be releasing a calendar feature
ldquoFor marketing automation to move beyond demand generation to become the platform for marketing MRM [Marketing Resource Management] is an area that they will have to include as part of their suites moving forwardrdquo
Craig Rosenberg - Co-founder TOPO
At the small business end of the market the emphasis is on providing a complete toolset of marketing capabilities of which campaign management is just one element These products are commonly referred to as ldquoAll-in-One Marketing Platformsrdquo and typically include basic email social media search engine optimization (SEO) and blogging tools Some products also include eCommerce and basic CRM capabilities
The State of Marketing Automation
Page 6 of 46copyTrustRadius Inc 2014
Inbound versus Outbound MarketingAn inbound marketing orientation focuses on the ldquotop of the funnelrdquo ie generating new leads Per the illustration below primary inbound marketing tactics include publishing educational content (blogs white papers videos or any other content that draws people in) search engine optimization and social media
Outbound (or mid-funnel) marketing focuses on nurturing and engaging existing leads with relevant content via email and social media building calls to action (eg attending a webinar) and sending leads to personalized landing pages As these leads become increasingly engaged they become Marketing Qualified Leads (MQLs) and ultimately Sales Qualified Leads (SQLs) that are ripe for closing Some marketing automation tools aim to cover the full funnel while other tools emphasize individual stages
Source Steven Shattuck The Top 1 Ways to Fail at Content Marketing March 2013
copyTrustRadius Inc 2014Page 7 of 46
Achieving success with Marketing Automation requires much more than selecting the right software product We spoke with several leading marketing consultants to better understand the key success factors for any Marketing Automation project and a few key themes emerged
1 Define Your Marketing Strategy FirstCompanies are frequently too focused on picking technology Before selecting a Marketing Automation platform itrsquos important to have a clear strategy in place as to how you will use it Companies that fail to do this frequently get low mileage out of their Marketing Automation systems
ldquoAll too often people are doing it backwards Theyrsquore buying the technology then asking whatrsquos next Technology is not a silver bullet without a strategy and planrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoBy far the 1 issue we see with companies who invest in marketing automation is the lack of an overall plan or strategy Too often companies make the assumption that simply the act of deploying a marketing automation platform will result in marketing efficiencies Without at least the semblance of a plan or strategy for how the company plans to use the system marketing automation is doomed to be little more than email softwarerdquo
Howard J Sewell ndash President Spear Marketing Group
ldquoThe most successful companies with marketing automation have put in place a demand generation strategy They have people that will actually own the success of not just the marketing automation but the demand generation program ndash someone is on the line to deliver the metrics (MQLs leads) and therersquos someone who will own the tool In many small companies itrsquos the same person In larger companies itrsquos notrdquo
Craig Rosenberg - Co-founder TOPO
Achieving Success with Marketing Automation
Page 8 of 46copyTrustRadius Inc 2014
ldquoItrsquos critical to have a clear definition of your target customers and understand whatrsquos interesting to them and how you can best reach them Email is incredibly important in B2B ndash however social is becoming much more important Determine the cycle that your buyers go through to evaluate consider and make a purchase decision Then determine what the best content assetsstories are to share with them Itrsquos also important to define the hand-off to sales Therersquos also a huge opportunity to continue to engage customers post-sale Itrsquos not supposed to be easy but you can break it into a crawl walk and run approachrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
2 Align People to ProcessesMarketing Automation is not just about the automation of existing marketing processes - it represents a new way to engage with prospective customers and align marketing activities much more closely to revenue generation Engaging in Marketing Automation frequently does necessitate adding more resources though there is generally a clearly achievable return on investment
ldquoTherersquos a lot of strategic dialogue that needs to happen ndash ensuring sales and marketing are aligned on the definition of a MQL (Marketing Qualified Lead) and ensuring that the content team produces content aligned to a buyerrsquos journey If their marketing organization is not aligned and ready for the change to be a more modern marketing organization then buying a tool is a real waste of moneyrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoI advise clients not to underestimate the amount of resources required to make the most of a marketing automation system Again this has less to do with managing the software per se and much more to do with developing the campaigns programs strategies and content that are the fuel for a successful deployment At a bare minimum expect to dedicate one-half of a full-time employee (or the equivalent services from an outside firm) in order to get the most from your investmentrdquo
Howard J Sewell ndash President Spear Marketing Group
3 Integrate SystemsMarketing Automation systems cannot operate in a silo At minimum they need to tie in to your CRM (Customer Relationship Management) system All too frequently there is no clear plan for how the integration should proceed what data should be exchanged etc
ldquoOne of the big misses is internal alignment for data integration and reporting Your marketing automation solution is only as a good as the data you put into it Often when wersquore brought in therersquos not been any conversation about integration or what will be the master database ndash the marketing automation system another marketing database or Salesforcecomrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
Page 9 of 46copyTrustRadius Inc 2014
4 Develop a Content StrategyAn effective demand generation strategy enabled through Marketing Automation usually requires a good volume of content However the content needs to be systematically designed based upon an assessment of the target buyer and aligned to the buyerrsquos journey (how they buy) Content needs to be educational and not overly self-serving or promotional Content production is a non-trivial problem but there are efficiency opportunities through atomization - breaking up existing content and repackaging it
ldquoThe ability to produce content is tough ndash most companies donrsquot have writers or if they do they have technical writers which is not the same skill setrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoContent is often a roadblock to being successful People buy marketing automation systems and they donrsquot have anything to deliver An enlightened company getting ready to embark on this journey will be preparing content well in advance Many companies realize too late and they use marketing automation in a crude way offering the same thing in the same way or think about product-centric offers Yoursquore in a battle for the mind of the customerrdquo
Craig Rosenberg ndash Co-founder TOPO
ldquoThe type of content that works best in the context of a lead nurturing or e-marketing program is usually informational lsquothought leadershiprsquo-type content that speaks to best practices strategies or techniques for solving the type of business problem that the marketerrsquos product or service addresses Itrsquos this type of content that will drive a higher level of engagement build credibility and ultimately drive a dialogue with sales Conversely (and counter-intuitively) content that overtly lsquosellsrsquo a product or service particularly early in the sales cycle has a greater chance of alienating the reader Not every piece of content has to be a new 12-page white paper however We advise clients to look at recycling or
repurposing existing content Perhaps an old white paper can see new life as a checklist a WebinarSlidecast a series of short videos or an infographicrdquo
Howard J Sewell ndash President Spear Marketing Group
ldquoYou need to define buyer personas in a deep way ndash not just who they are but what the journey looks like for them That helps you define what the questions need to be at each of those stages and hence what types of content should be developed Volume of content is important however quality and relevancy is most important There are solutions for volume eg content management tools like Kapost or content developed by agencies including the lsquoatomization of contentrsquo We look at how to do things in an efficient way ie breaking one great asset into smaller snackable chunksrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoMapping content to the stages of the buyerrsquos journey is difficult ndash many companies get stuck in the white paper rut Therersquos not a lot of credibility with some B2B marketing orgs Theyrsquore looked at as an activity center versus one that supports the generation of revenue This creates a challenge when motivating the rest of the organization to help with content strategyrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
Page 10 of 46copyTrustRadius Inc 2014
5 Re-Think Your MetricsMarketing organizations are often stuck in the past concentrating on metrics like open and click rates for emails but not tying their campaigns back to revenue Beyond agreeing on the right metrics to track itrsquos also important to ensure therersquos consensus on their definition
ldquoToday best-in-class organizations focus on MQLs and SALs and look at velocity of movement and conversion rate in the funnel Itrsquos all tied back to revenuerdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoThey have a hard time proving value as they cannot tie to revenue Many only can do last-touch attribution They lose visibility once a lead moves into the sales realm Marketing is often removed once it goes into sales which is a mistake Therersquos no continuous threadrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoThe big thing is defining what a qualified lead is ndash MQLs and SQLs - if using the Sirius Decisions framework These things are critical to successrdquo
Craig Rosenberg ndash Co-founder TOPO
ldquoBecause 67 of the purchase process happens before the buyer talks to a person marketing needs to be able to measure and score leads and understand attribution Understanding what metrics to measure and data to track is importantrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
copyTrustRadius Inc 2014Page 11 of 46
IncludedOmitted ProductsIn this Buyerrsquos Guide we include Marketing Automation tools that offer integrated capabilities for demand generation (including email campaign management landing pages lead scoring etc) and which have also been reviewed by end-users on TrustRadiuscom Some covered solutions (HubSpot and Act-On for example) also include ldquoinbound marketingrdquo capabilities such as support for SEO (search engine optimization) social media publishing etc One product Infusionsoft also includes basic CRM capabilities Others (eg Aprimo Unica) include capabilities for MRM (Marketing Resource Management)
We omit products that focus on one discrete aspect of marketing automation eg just landing page management We also omit products that have fewer than three reviews within a given market segment
For a broader list of Marketing Automation products visit our Marketing Automation page on TrustRadiuscom
Market Segmentation ApproachAs Marketing Automation needs are quite diverse it does not make sense to compare all products in one chart Historically most Marketing Automation solutions have focused on different market segments most often defined by organizational scale and an associated complexity of requirements Some vendors span segments or have distinct offerings for them such as Marketo which targets its Spark offering to smaller businesses Others (like Infusionsoft) are very focused on one market segment - small businesses
TrustRadius segments the market by the size of the company that the product serves
raquo Small Businesses 1-50 employees
raquo Mid-Size Companies 51-500 employees
raquo Enterprises gt500 employees
Some smaller companies are exceptions to this segment generalization and run complex demand generation programs that are usually associated with larger companies Conversely some larger organizations may have simpler needs that are easily addressed using products designed primarily for smaller companies In some instances those solutions are utilized by a single department within a larger company
The Best Marketing Automation Products by Market Segment
Page 12 of 46copyTrustRadius Inc 2014
Best Marketing Automation Products by Market Segment Introducing the TrustMaptrade
ldquoBestrdquo is a highly subjective term Selecting the right product requires prioritizing your requirements and determining which products address them While ratings are a broad indicator of sentiment it is critical to look beyond them to properly find the best match for your particular needs When using product reviews as part of your evaluation focus on those users whose needs most closely mirror your own learn about the context in which the product is being used and read multiple reviews to get a better idea of a productrsquos specific pros and cons You can filter reviews on TrustRadiuscom using variables such as company size industry role and more You can also use our side-by-side comparison tool to easily view multiple user opinions on key questions
To help narrow your choices we have created the TrustMaptrade - a visual depiction of the best software products as rated by users within each market segment The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group Each TrustMaptrade depicts Marketing Automation products on two dimensions
1 User Ratings ndash based on the average ldquoLikelihood to Recommendrdquo score by customers within that company size segment These ratings reflect user perception of the product as a whole and not to specific features In this analysis we present user ratings on a 1-5 scale All ratings and reviews come from authenticated end-users of the software
2 Segment Focus ndash the percentage of customers within that segment band derived from the mix of reviews on TrustRadiuscom While this is not a precise measure of a productrsquos user base it can serve as a useful proxy for a productrsquos market focus This approach penalizes companies with offerings that broadly span segments so we also present estimated customer counts by segment derived again based upon their review mix and publically available data or estimates of total customer counts Products with fewer than three reviews in a given segment are excluded
We also draw lines for the average User Rating and Segment Focus within that segment in order to create a quadrant We designate products in the upper right hand side of the quadrant that are at or above average for both User Rating and Segment Focus as ldquoBest Productsrdquo for that segment Products that have a User Rating at or above the average for the segment but a below-average Segment Focus are labelled ldquoStrong Performersrdquo
The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group
Page 13 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Small Businesses (lt50 employees)
Marketing Automation TrustMaptrade for Small Businesses
TM
Small Business Segment Focus(Percent of Customers in Small Business Segment)
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50BEST PRODUCTSSTRONG PERFORMERS
Average 48
Average 43
Most Marketing Automation products are quite positively rated by small businesses (receiving at least a 4 out of 5 rating) The average User Rating for Marketing Automation solutions in the small business segment is 43 out of 5 which is higher than the average in the small-medium enterprise and large enterprise segments
The average Segment Focus among vendors serving small business segment is 48 and there are 4 vendors at or above this level - CallidusCloud Marketing Automation (formerly Leadformix) Infusionsoft HubSpot and Act-On
Page 14 of 46copyTrustRadius Inc 2014
Factoring these two attributes The Best Marketing Automation Products for Small Businesses are
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
HubSpot 48 69 7311
Act-On 47 53 1166
Infusionsoft 43 96 18240
Percent of clients that are small businesses as indicated by the mix of reviews on TrustRadius
The choice of which solution is right for you is highly dependent on what is most important for you For example while Infusionsoft receives a lower average user rating than HubSpot and Act-On it is unique because it incorporates light-weight CRM and e-commerce capabilities For more information visit the individual product sections of this guide and read reviews for each product on TrustRadius
There are a number of positively rated Marketing Automation products that donrsquot have quite the same focus on the Small Business segment These are designated as (Strong Performers in Marketing Automation for Small Business on the TrustMaptrade
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
Pardot 46 21 315
Oracle Eloqua 48 6 92
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Small Businesses
Page 15 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
Marketing Automation TrustMaptrade for Mid-Size Companies
TM
Mid-Size Company Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 41
BEST PRODUCTS
Average 39
(Percent of Customers in Mid-Size Company Segment)
The average rating for Marketing Automation products in the Mid-Size Company segment is 39 out of 5 (versus 43 out of 5 for the Small Business segment) This pattern fits within a larger trend that we often see on TrustRadiuscom - as you move up-market and solutions become more complex and user requirements more demanding average ratings tend to decline
Page 16 of 46copyTrustRadius Inc 2014
The average segment focus among vendors serving the Mid-Size Company segment is 41 Factoring both user ratings and market focus the Best Marketing Automation Products for Mid-Sized companies are
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Marketo 42 60 1801
Pardot (Salesforce) 40 58 864
Percent of clients that are Mid-Sized Companies as indicated by the mix of reviews on TrustRadius
Additionally the following vendors are Strong Performers in Marketing Automation for Mid-Size companies highly rated yet have a below average concentration of customers in the Mid-Size Company
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Act-On 43 35 770
Eloqua 40 35 525
HubSpot 46 25 2679
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Mid-Size Companies
Page 17 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Enterprises (gt500 employees)
Marketing Automation TrustMaptrade for Enterprises
TM
Enterprise Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 46
BEST PRODUCTS
Average 38
(Percent of Customers in Enterprise Segment)
The average rating for Enterprise Marketing Automation products is 38 out of 5 (compared to 39 for Mid-Size Companies and 43 for Small Businesses) The average enterprise customer focus is 46 There are several solutions designed exclusively or largely for large enterprises and among them all Oraclersquos Eloqua is the clear winner and the Best Product for Enterprise Marketing Automation
PRODUCT AVG ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Oracle Eloqua 44 59 870
Percentage of Enterprise clients as indicated by the mix of reviews on TrustRadius
Page 18 of 46copyTrustRadius Inc 2014
There are four Strong Performers in the Enterprise segment (highly rated by customers but with smaller proportions of them in the Enterprise segment) that are worth evaluating depending on your requirements
PRODUCT ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Pardot (Salesforce) 39 21 318
Marketo 39 15 450
Act-On 47 13 282
HubSpot 44 6 609
raquo Pardot - Any company that is heavily reliant on Salesforcecom as a CRM would be wise to also evaluate Pardot given their recent acquisition by Salesforcecom Pardot scores quite favorably among Enterprise customers although its campaign management feature set is not as robust as those of Eloqua or Marketo Read more about the proscons of Pardot and a management interview about their plans for integration with Salesforcecom in the Pardot product section
raquo Marketo is rapidly building additional enterprise-oriented capabilities including Marketing Resource Management (MRM) We have also heard from several consultants serving large accounts who have seen success with Marketo It is the most frequently compared product with Eloqua with 59 of those evaluating Eloqua also evaluating Marketo (see Comparison Ring below)
raquo Act-On is used by a number of large Enterprises most often as a departmental solution It is generally not considered a suitable choice for centralized marketing operations at a large enterprise
raquo HubSpot also has a large number of Enterprise accounts and is very positively rated within this segment In some cases HubSpot is used in conjunction with other marketing automation solutions like Marketo
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Ring for Eloqua ndash Best Product in Enterprise Marketing Automation
copyTrustRadius Inc 2014Page 19 of 46
Act-On Ratings amp User FeedbackAct-On provides a cloud-based integrated Marketing Automation platform that enables small to medium sized businesses and departments of large enterprises to effectively acquire customers build loyalty and expand their relationships with these customers Act-Onrsquos technology features an intuitive user interface and includes an email engine with integration to leading web conferencing and CRM solutions tools for website visitor tracking lead scoring lead nurturing and social media prospecting design tools for web forms landing pages and emails inbound tools for SEO Google AdWords tracking and blog integration Act-On is a privately held company and has raised $74 million in venture capital to date including $42 million announced on April 15th 2014 Act-Ons Founder CEO was the co-founder and CTO of the marketing solutions provider Responsys
Company status Private
2013 revenue estimate $31 million
Growth 2012-13 215
Customers 2200
Employees 261
2012 revenue $10m (httpwwwforbescomcompaniesact-on-software) interview with TrustRadius indicated growth of 215 Interview with TrustRadius LinkedIn employees listed
Product Ratings amp User Feedback
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
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Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
copyTrustRadius Inc 2014Page 3 of 46
Why You Should Read This Guide - Vinay Bhagat Founder amp CEO TrustRadiusTrustRadius is excited to publish our first Buyerrsquos Guide for the Marketing Automation software category It follows our Buyerrsquos Guide to Social Media Management Software published in October 2013 This guide is based upon 400 in-depth reviews by authenticated end-users of Marketing Automation software and over 10000 comparisons performed by Marketing Automation software buyers on our site wwwtrustradiuscom TrustRadius is the leading community for professionals who use business software to exchange candid insights to help each other make smarter product selection implementation and usage decisions Our mission is to help
software buyers cut through the noise identify the best products for their use case and maximize their return on investment I founded TrustRadius after witnessing first-hand the challenges in making sound business software purchasing and implementation decisions at my last company
Marketing Automation is an exciting fast-growing category Google searches for ldquoMarketing Automationrdquo have increased about 50 over the last year Most vendors are growing at a rapid pace and the market has also seen several high-profile acquisitions While there have been a number of published Marketing Automation whitepapers we felt there was an opportunity to take create a more useful Buyerrsquos Guide based upon the following principles
Small businesses and billion dollar enterprises have completely different needs Technology analysts focus primarily on the needs of large enterprises and their coverage aligns to products which serve those companies However Marketing Automation is beneficial for a diverse range of companies In this guide we include a wide array of products ranging from those oriented towards SMBs and mid-market companies to those specifically designed for large enterprises Unlike other software review sites we do not try and compare products designed for different segments in a single grid Instead we present these products by their focus on each market segment - small businesses mid-size companies and enterprises ndash and how those customers rate them
First-hand insights from usersbuyers are incredibly valuable Many research reports are written by people who are not first hand-users of those products but have gathered information from public sources talking to vendors and perhaps surveying a few clients We believe that the most practical insights come directly from users This guide is based upon almost 400 in-depth reviews of Marketing Automation software products on TrustRadius while also leveraging comparison amp evaluation data from more than 10000 software buyers on our site during Q1 2014
Introduction
Page 4 of 46copyTrustRadius Inc 2014
Ratings are a guide for sentiment but should not drive your decision Marketing Automation software is a considered purchase and it is critical to understand which product(s) are the best fit for your needs User ratings indicate sentiment but should not be the sole determinant for product selection In addition to analyzing products by market segment we provide a distillation of the pros and cons of each product as cited in reviews on TrustRadius This provides a launch pad for you to do more in-depth research by reading full reviews running comparisons connecting with other users and engaging with key vendors
Technology success encompasses much more than just technology selection Selecting the right product is important but does not guarantee your success In fact there are many examples of companies who make sound product selection decisions but fail to realize results because of poor planning or execution In this guide we include key recommendations to maximize your chances of success based upon interviews with leading marketing consultants
Markets and vendors are dynamic - understand the trends and strategies in context The Marketing Automation software segment has seen a lot of change in the last 5-10 years Products have rapidly matured and expanded in capability There have been multiple acquisitions Partner eco-systems have also emerged We believe that it is important for buyers to understand this context when making a decision and we include a section on key market trends as well as interviews with key management of covered products
Last but by no means least I would like to thank our Research Director Alan Cooke for methodically reviewing every review and compiling the data that went into this report
I would love to hear your feedback on this guide Did you find it helpful How can we improve it Please email me at vinaytrustradiuscom or find me on Twitter vinaybhagat
About this Guide ndash Alan Cooke Research Director TrustRadiusThis guide is based upon a distillation of 400 in-depth reviews of Marketing Automation software products contributed by end-users to TrustRadius Those insights are augmented by interviews with highly regarded marketing consultants and senior executives from several major vendors
All TrustRadius reviewers are authenticated via their LinkedIn profile We check every review to make sure the submission is genuine and meets our stringent criteria for publication the reviewer must have actually used the product (not just seen a demo)
the reviewer does not and has not ever worked for the vendor or its competitors the product has been used in the last 6 months the review is substantive and not simply an advertorial or an unhelpful personal venting or vendetta
This guide is divided into five major sections
1 The State of Marketing Automation
2 Achieving Success with Marketing Automation
3 The Best Marketing Automation Products by Market Segment
4 Product Ratings amp User Feedback
5 Trends in Marketing Automation
copyTrustRadius Inc 2014Page 5 of 46
What is Marketing AutomationMarketing Automation software helps to automate and scale repetitive marketing tasks and the subsequent analysis of those efforts Originally focused on email-based campaign management Marketing Automation now refers to a broad range of automation and analytic tools for marketing
While increasingly multi-channel Marketing Automation products are largely centered on digital campaign execution automation and measurement The core concept is that leads in the marketing database can be nurtured through the buying process by providing them with relevant personalized content until they are ready to purchase Historically the primary channel was email but today websites mobile interfaces and social media are all integral to successful marketing efforts Campaign workflow can be designed within the tool and then executed automatically once a campaign has run its course a range of analytic tools can measure its performance to understand what worked well and what did not
Most Marketing Automation software products contain an email engine and abilities to create customized landing pages score leads and analyze results which provide a holistic view of the entire marketing funnel from visitor to customer Beyond these core functions vendors tend to differentiate themselves on breadth or depth of offering largely based upon current or historical market segment focus
For example at the high very end of the market some enterprise tools like Teradatarsquos Integrated Marketing Management (formerly Aprimo Marketing Studio) and IBM Unica provide comprehensive Marketing Resource Management (MRM) functionality This functionality focuses on internal marketing processes like budget and forecasting project workflow management asset management brand management and spend management Such capabilities have historically not been a focus for small business and mid-market enterprises though some believe that MRM capabilities will become important for mid-market companies Marketo recently added budget management and will be releasing a calendar feature
ldquoFor marketing automation to move beyond demand generation to become the platform for marketing MRM [Marketing Resource Management] is an area that they will have to include as part of their suites moving forwardrdquo
Craig Rosenberg - Co-founder TOPO
At the small business end of the market the emphasis is on providing a complete toolset of marketing capabilities of which campaign management is just one element These products are commonly referred to as ldquoAll-in-One Marketing Platformsrdquo and typically include basic email social media search engine optimization (SEO) and blogging tools Some products also include eCommerce and basic CRM capabilities
The State of Marketing Automation
Page 6 of 46copyTrustRadius Inc 2014
Inbound versus Outbound MarketingAn inbound marketing orientation focuses on the ldquotop of the funnelrdquo ie generating new leads Per the illustration below primary inbound marketing tactics include publishing educational content (blogs white papers videos or any other content that draws people in) search engine optimization and social media
Outbound (or mid-funnel) marketing focuses on nurturing and engaging existing leads with relevant content via email and social media building calls to action (eg attending a webinar) and sending leads to personalized landing pages As these leads become increasingly engaged they become Marketing Qualified Leads (MQLs) and ultimately Sales Qualified Leads (SQLs) that are ripe for closing Some marketing automation tools aim to cover the full funnel while other tools emphasize individual stages
Source Steven Shattuck The Top 1 Ways to Fail at Content Marketing March 2013
copyTrustRadius Inc 2014Page 7 of 46
Achieving success with Marketing Automation requires much more than selecting the right software product We spoke with several leading marketing consultants to better understand the key success factors for any Marketing Automation project and a few key themes emerged
1 Define Your Marketing Strategy FirstCompanies are frequently too focused on picking technology Before selecting a Marketing Automation platform itrsquos important to have a clear strategy in place as to how you will use it Companies that fail to do this frequently get low mileage out of their Marketing Automation systems
ldquoAll too often people are doing it backwards Theyrsquore buying the technology then asking whatrsquos next Technology is not a silver bullet without a strategy and planrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoBy far the 1 issue we see with companies who invest in marketing automation is the lack of an overall plan or strategy Too often companies make the assumption that simply the act of deploying a marketing automation platform will result in marketing efficiencies Without at least the semblance of a plan or strategy for how the company plans to use the system marketing automation is doomed to be little more than email softwarerdquo
Howard J Sewell ndash President Spear Marketing Group
ldquoThe most successful companies with marketing automation have put in place a demand generation strategy They have people that will actually own the success of not just the marketing automation but the demand generation program ndash someone is on the line to deliver the metrics (MQLs leads) and therersquos someone who will own the tool In many small companies itrsquos the same person In larger companies itrsquos notrdquo
Craig Rosenberg - Co-founder TOPO
Achieving Success with Marketing Automation
Page 8 of 46copyTrustRadius Inc 2014
ldquoItrsquos critical to have a clear definition of your target customers and understand whatrsquos interesting to them and how you can best reach them Email is incredibly important in B2B ndash however social is becoming much more important Determine the cycle that your buyers go through to evaluate consider and make a purchase decision Then determine what the best content assetsstories are to share with them Itrsquos also important to define the hand-off to sales Therersquos also a huge opportunity to continue to engage customers post-sale Itrsquos not supposed to be easy but you can break it into a crawl walk and run approachrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
2 Align People to ProcessesMarketing Automation is not just about the automation of existing marketing processes - it represents a new way to engage with prospective customers and align marketing activities much more closely to revenue generation Engaging in Marketing Automation frequently does necessitate adding more resources though there is generally a clearly achievable return on investment
ldquoTherersquos a lot of strategic dialogue that needs to happen ndash ensuring sales and marketing are aligned on the definition of a MQL (Marketing Qualified Lead) and ensuring that the content team produces content aligned to a buyerrsquos journey If their marketing organization is not aligned and ready for the change to be a more modern marketing organization then buying a tool is a real waste of moneyrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoI advise clients not to underestimate the amount of resources required to make the most of a marketing automation system Again this has less to do with managing the software per se and much more to do with developing the campaigns programs strategies and content that are the fuel for a successful deployment At a bare minimum expect to dedicate one-half of a full-time employee (or the equivalent services from an outside firm) in order to get the most from your investmentrdquo
Howard J Sewell ndash President Spear Marketing Group
3 Integrate SystemsMarketing Automation systems cannot operate in a silo At minimum they need to tie in to your CRM (Customer Relationship Management) system All too frequently there is no clear plan for how the integration should proceed what data should be exchanged etc
ldquoOne of the big misses is internal alignment for data integration and reporting Your marketing automation solution is only as a good as the data you put into it Often when wersquore brought in therersquos not been any conversation about integration or what will be the master database ndash the marketing automation system another marketing database or Salesforcecomrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
Page 9 of 46copyTrustRadius Inc 2014
4 Develop a Content StrategyAn effective demand generation strategy enabled through Marketing Automation usually requires a good volume of content However the content needs to be systematically designed based upon an assessment of the target buyer and aligned to the buyerrsquos journey (how they buy) Content needs to be educational and not overly self-serving or promotional Content production is a non-trivial problem but there are efficiency opportunities through atomization - breaking up existing content and repackaging it
ldquoThe ability to produce content is tough ndash most companies donrsquot have writers or if they do they have technical writers which is not the same skill setrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoContent is often a roadblock to being successful People buy marketing automation systems and they donrsquot have anything to deliver An enlightened company getting ready to embark on this journey will be preparing content well in advance Many companies realize too late and they use marketing automation in a crude way offering the same thing in the same way or think about product-centric offers Yoursquore in a battle for the mind of the customerrdquo
Craig Rosenberg ndash Co-founder TOPO
ldquoThe type of content that works best in the context of a lead nurturing or e-marketing program is usually informational lsquothought leadershiprsquo-type content that speaks to best practices strategies or techniques for solving the type of business problem that the marketerrsquos product or service addresses Itrsquos this type of content that will drive a higher level of engagement build credibility and ultimately drive a dialogue with sales Conversely (and counter-intuitively) content that overtly lsquosellsrsquo a product or service particularly early in the sales cycle has a greater chance of alienating the reader Not every piece of content has to be a new 12-page white paper however We advise clients to look at recycling or
repurposing existing content Perhaps an old white paper can see new life as a checklist a WebinarSlidecast a series of short videos or an infographicrdquo
Howard J Sewell ndash President Spear Marketing Group
ldquoYou need to define buyer personas in a deep way ndash not just who they are but what the journey looks like for them That helps you define what the questions need to be at each of those stages and hence what types of content should be developed Volume of content is important however quality and relevancy is most important There are solutions for volume eg content management tools like Kapost or content developed by agencies including the lsquoatomization of contentrsquo We look at how to do things in an efficient way ie breaking one great asset into smaller snackable chunksrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoMapping content to the stages of the buyerrsquos journey is difficult ndash many companies get stuck in the white paper rut Therersquos not a lot of credibility with some B2B marketing orgs Theyrsquore looked at as an activity center versus one that supports the generation of revenue This creates a challenge when motivating the rest of the organization to help with content strategyrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
Page 10 of 46copyTrustRadius Inc 2014
5 Re-Think Your MetricsMarketing organizations are often stuck in the past concentrating on metrics like open and click rates for emails but not tying their campaigns back to revenue Beyond agreeing on the right metrics to track itrsquos also important to ensure therersquos consensus on their definition
ldquoToday best-in-class organizations focus on MQLs and SALs and look at velocity of movement and conversion rate in the funnel Itrsquos all tied back to revenuerdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoThey have a hard time proving value as they cannot tie to revenue Many only can do last-touch attribution They lose visibility once a lead moves into the sales realm Marketing is often removed once it goes into sales which is a mistake Therersquos no continuous threadrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoThe big thing is defining what a qualified lead is ndash MQLs and SQLs - if using the Sirius Decisions framework These things are critical to successrdquo
Craig Rosenberg ndash Co-founder TOPO
ldquoBecause 67 of the purchase process happens before the buyer talks to a person marketing needs to be able to measure and score leads and understand attribution Understanding what metrics to measure and data to track is importantrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
copyTrustRadius Inc 2014Page 11 of 46
IncludedOmitted ProductsIn this Buyerrsquos Guide we include Marketing Automation tools that offer integrated capabilities for demand generation (including email campaign management landing pages lead scoring etc) and which have also been reviewed by end-users on TrustRadiuscom Some covered solutions (HubSpot and Act-On for example) also include ldquoinbound marketingrdquo capabilities such as support for SEO (search engine optimization) social media publishing etc One product Infusionsoft also includes basic CRM capabilities Others (eg Aprimo Unica) include capabilities for MRM (Marketing Resource Management)
We omit products that focus on one discrete aspect of marketing automation eg just landing page management We also omit products that have fewer than three reviews within a given market segment
For a broader list of Marketing Automation products visit our Marketing Automation page on TrustRadiuscom
Market Segmentation ApproachAs Marketing Automation needs are quite diverse it does not make sense to compare all products in one chart Historically most Marketing Automation solutions have focused on different market segments most often defined by organizational scale and an associated complexity of requirements Some vendors span segments or have distinct offerings for them such as Marketo which targets its Spark offering to smaller businesses Others (like Infusionsoft) are very focused on one market segment - small businesses
TrustRadius segments the market by the size of the company that the product serves
raquo Small Businesses 1-50 employees
raquo Mid-Size Companies 51-500 employees
raquo Enterprises gt500 employees
Some smaller companies are exceptions to this segment generalization and run complex demand generation programs that are usually associated with larger companies Conversely some larger organizations may have simpler needs that are easily addressed using products designed primarily for smaller companies In some instances those solutions are utilized by a single department within a larger company
The Best Marketing Automation Products by Market Segment
Page 12 of 46copyTrustRadius Inc 2014
Best Marketing Automation Products by Market Segment Introducing the TrustMaptrade
ldquoBestrdquo is a highly subjective term Selecting the right product requires prioritizing your requirements and determining which products address them While ratings are a broad indicator of sentiment it is critical to look beyond them to properly find the best match for your particular needs When using product reviews as part of your evaluation focus on those users whose needs most closely mirror your own learn about the context in which the product is being used and read multiple reviews to get a better idea of a productrsquos specific pros and cons You can filter reviews on TrustRadiuscom using variables such as company size industry role and more You can also use our side-by-side comparison tool to easily view multiple user opinions on key questions
To help narrow your choices we have created the TrustMaptrade - a visual depiction of the best software products as rated by users within each market segment The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group Each TrustMaptrade depicts Marketing Automation products on two dimensions
1 User Ratings ndash based on the average ldquoLikelihood to Recommendrdquo score by customers within that company size segment These ratings reflect user perception of the product as a whole and not to specific features In this analysis we present user ratings on a 1-5 scale All ratings and reviews come from authenticated end-users of the software
2 Segment Focus ndash the percentage of customers within that segment band derived from the mix of reviews on TrustRadiuscom While this is not a precise measure of a productrsquos user base it can serve as a useful proxy for a productrsquos market focus This approach penalizes companies with offerings that broadly span segments so we also present estimated customer counts by segment derived again based upon their review mix and publically available data or estimates of total customer counts Products with fewer than three reviews in a given segment are excluded
We also draw lines for the average User Rating and Segment Focus within that segment in order to create a quadrant We designate products in the upper right hand side of the quadrant that are at or above average for both User Rating and Segment Focus as ldquoBest Productsrdquo for that segment Products that have a User Rating at or above the average for the segment but a below-average Segment Focus are labelled ldquoStrong Performersrdquo
The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group
Page 13 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Small Businesses (lt50 employees)
Marketing Automation TrustMaptrade for Small Businesses
TM
Small Business Segment Focus(Percent of Customers in Small Business Segment)
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50BEST PRODUCTSSTRONG PERFORMERS
Average 48
Average 43
Most Marketing Automation products are quite positively rated by small businesses (receiving at least a 4 out of 5 rating) The average User Rating for Marketing Automation solutions in the small business segment is 43 out of 5 which is higher than the average in the small-medium enterprise and large enterprise segments
The average Segment Focus among vendors serving small business segment is 48 and there are 4 vendors at or above this level - CallidusCloud Marketing Automation (formerly Leadformix) Infusionsoft HubSpot and Act-On
Page 14 of 46copyTrustRadius Inc 2014
Factoring these two attributes The Best Marketing Automation Products for Small Businesses are
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
HubSpot 48 69 7311
Act-On 47 53 1166
Infusionsoft 43 96 18240
Percent of clients that are small businesses as indicated by the mix of reviews on TrustRadius
The choice of which solution is right for you is highly dependent on what is most important for you For example while Infusionsoft receives a lower average user rating than HubSpot and Act-On it is unique because it incorporates light-weight CRM and e-commerce capabilities For more information visit the individual product sections of this guide and read reviews for each product on TrustRadius
There are a number of positively rated Marketing Automation products that donrsquot have quite the same focus on the Small Business segment These are designated as (Strong Performers in Marketing Automation for Small Business on the TrustMaptrade
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
Pardot 46 21 315
Oracle Eloqua 48 6 92
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Small Businesses
Page 15 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
Marketing Automation TrustMaptrade for Mid-Size Companies
TM
Mid-Size Company Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 41
BEST PRODUCTS
Average 39
(Percent of Customers in Mid-Size Company Segment)
The average rating for Marketing Automation products in the Mid-Size Company segment is 39 out of 5 (versus 43 out of 5 for the Small Business segment) This pattern fits within a larger trend that we often see on TrustRadiuscom - as you move up-market and solutions become more complex and user requirements more demanding average ratings tend to decline
Page 16 of 46copyTrustRadius Inc 2014
The average segment focus among vendors serving the Mid-Size Company segment is 41 Factoring both user ratings and market focus the Best Marketing Automation Products for Mid-Sized companies are
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Marketo 42 60 1801
Pardot (Salesforce) 40 58 864
Percent of clients that are Mid-Sized Companies as indicated by the mix of reviews on TrustRadius
Additionally the following vendors are Strong Performers in Marketing Automation for Mid-Size companies highly rated yet have a below average concentration of customers in the Mid-Size Company
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Act-On 43 35 770
Eloqua 40 35 525
HubSpot 46 25 2679
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Mid-Size Companies
Page 17 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Enterprises (gt500 employees)
Marketing Automation TrustMaptrade for Enterprises
TM
Enterprise Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 46
BEST PRODUCTS
Average 38
(Percent of Customers in Enterprise Segment)
The average rating for Enterprise Marketing Automation products is 38 out of 5 (compared to 39 for Mid-Size Companies and 43 for Small Businesses) The average enterprise customer focus is 46 There are several solutions designed exclusively or largely for large enterprises and among them all Oraclersquos Eloqua is the clear winner and the Best Product for Enterprise Marketing Automation
PRODUCT AVG ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Oracle Eloqua 44 59 870
Percentage of Enterprise clients as indicated by the mix of reviews on TrustRadius
Page 18 of 46copyTrustRadius Inc 2014
There are four Strong Performers in the Enterprise segment (highly rated by customers but with smaller proportions of them in the Enterprise segment) that are worth evaluating depending on your requirements
PRODUCT ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Pardot (Salesforce) 39 21 318
Marketo 39 15 450
Act-On 47 13 282
HubSpot 44 6 609
raquo Pardot - Any company that is heavily reliant on Salesforcecom as a CRM would be wise to also evaluate Pardot given their recent acquisition by Salesforcecom Pardot scores quite favorably among Enterprise customers although its campaign management feature set is not as robust as those of Eloqua or Marketo Read more about the proscons of Pardot and a management interview about their plans for integration with Salesforcecom in the Pardot product section
raquo Marketo is rapidly building additional enterprise-oriented capabilities including Marketing Resource Management (MRM) We have also heard from several consultants serving large accounts who have seen success with Marketo It is the most frequently compared product with Eloqua with 59 of those evaluating Eloqua also evaluating Marketo (see Comparison Ring below)
raquo Act-On is used by a number of large Enterprises most often as a departmental solution It is generally not considered a suitable choice for centralized marketing operations at a large enterprise
raquo HubSpot also has a large number of Enterprise accounts and is very positively rated within this segment In some cases HubSpot is used in conjunction with other marketing automation solutions like Marketo
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Ring for Eloqua ndash Best Product in Enterprise Marketing Automation
copyTrustRadius Inc 2014Page 19 of 46
Act-On Ratings amp User FeedbackAct-On provides a cloud-based integrated Marketing Automation platform that enables small to medium sized businesses and departments of large enterprises to effectively acquire customers build loyalty and expand their relationships with these customers Act-Onrsquos technology features an intuitive user interface and includes an email engine with integration to leading web conferencing and CRM solutions tools for website visitor tracking lead scoring lead nurturing and social media prospecting design tools for web forms landing pages and emails inbound tools for SEO Google AdWords tracking and blog integration Act-On is a privately held company and has raised $74 million in venture capital to date including $42 million announced on April 15th 2014 Act-Ons Founder CEO was the co-founder and CTO of the marketing solutions provider Responsys
Company status Private
2013 revenue estimate $31 million
Growth 2012-13 215
Customers 2200
Employees 261
2012 revenue $10m (httpwwwforbescomcompaniesact-on-software) interview with TrustRadius indicated growth of 215 Interview with TrustRadius LinkedIn employees listed
Product Ratings amp User Feedback
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
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Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
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Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 4 of 46copyTrustRadius Inc 2014
Ratings are a guide for sentiment but should not drive your decision Marketing Automation software is a considered purchase and it is critical to understand which product(s) are the best fit for your needs User ratings indicate sentiment but should not be the sole determinant for product selection In addition to analyzing products by market segment we provide a distillation of the pros and cons of each product as cited in reviews on TrustRadius This provides a launch pad for you to do more in-depth research by reading full reviews running comparisons connecting with other users and engaging with key vendors
Technology success encompasses much more than just technology selection Selecting the right product is important but does not guarantee your success In fact there are many examples of companies who make sound product selection decisions but fail to realize results because of poor planning or execution In this guide we include key recommendations to maximize your chances of success based upon interviews with leading marketing consultants
Markets and vendors are dynamic - understand the trends and strategies in context The Marketing Automation software segment has seen a lot of change in the last 5-10 years Products have rapidly matured and expanded in capability There have been multiple acquisitions Partner eco-systems have also emerged We believe that it is important for buyers to understand this context when making a decision and we include a section on key market trends as well as interviews with key management of covered products
Last but by no means least I would like to thank our Research Director Alan Cooke for methodically reviewing every review and compiling the data that went into this report
I would love to hear your feedback on this guide Did you find it helpful How can we improve it Please email me at vinaytrustradiuscom or find me on Twitter vinaybhagat
About this Guide ndash Alan Cooke Research Director TrustRadiusThis guide is based upon a distillation of 400 in-depth reviews of Marketing Automation software products contributed by end-users to TrustRadius Those insights are augmented by interviews with highly regarded marketing consultants and senior executives from several major vendors
All TrustRadius reviewers are authenticated via their LinkedIn profile We check every review to make sure the submission is genuine and meets our stringent criteria for publication the reviewer must have actually used the product (not just seen a demo)
the reviewer does not and has not ever worked for the vendor or its competitors the product has been used in the last 6 months the review is substantive and not simply an advertorial or an unhelpful personal venting or vendetta
This guide is divided into five major sections
1 The State of Marketing Automation
2 Achieving Success with Marketing Automation
3 The Best Marketing Automation Products by Market Segment
4 Product Ratings amp User Feedback
5 Trends in Marketing Automation
copyTrustRadius Inc 2014Page 5 of 46
What is Marketing AutomationMarketing Automation software helps to automate and scale repetitive marketing tasks and the subsequent analysis of those efforts Originally focused on email-based campaign management Marketing Automation now refers to a broad range of automation and analytic tools for marketing
While increasingly multi-channel Marketing Automation products are largely centered on digital campaign execution automation and measurement The core concept is that leads in the marketing database can be nurtured through the buying process by providing them with relevant personalized content until they are ready to purchase Historically the primary channel was email but today websites mobile interfaces and social media are all integral to successful marketing efforts Campaign workflow can be designed within the tool and then executed automatically once a campaign has run its course a range of analytic tools can measure its performance to understand what worked well and what did not
Most Marketing Automation software products contain an email engine and abilities to create customized landing pages score leads and analyze results which provide a holistic view of the entire marketing funnel from visitor to customer Beyond these core functions vendors tend to differentiate themselves on breadth or depth of offering largely based upon current or historical market segment focus
For example at the high very end of the market some enterprise tools like Teradatarsquos Integrated Marketing Management (formerly Aprimo Marketing Studio) and IBM Unica provide comprehensive Marketing Resource Management (MRM) functionality This functionality focuses on internal marketing processes like budget and forecasting project workflow management asset management brand management and spend management Such capabilities have historically not been a focus for small business and mid-market enterprises though some believe that MRM capabilities will become important for mid-market companies Marketo recently added budget management and will be releasing a calendar feature
ldquoFor marketing automation to move beyond demand generation to become the platform for marketing MRM [Marketing Resource Management] is an area that they will have to include as part of their suites moving forwardrdquo
Craig Rosenberg - Co-founder TOPO
At the small business end of the market the emphasis is on providing a complete toolset of marketing capabilities of which campaign management is just one element These products are commonly referred to as ldquoAll-in-One Marketing Platformsrdquo and typically include basic email social media search engine optimization (SEO) and blogging tools Some products also include eCommerce and basic CRM capabilities
The State of Marketing Automation
Page 6 of 46copyTrustRadius Inc 2014
Inbound versus Outbound MarketingAn inbound marketing orientation focuses on the ldquotop of the funnelrdquo ie generating new leads Per the illustration below primary inbound marketing tactics include publishing educational content (blogs white papers videos or any other content that draws people in) search engine optimization and social media
Outbound (or mid-funnel) marketing focuses on nurturing and engaging existing leads with relevant content via email and social media building calls to action (eg attending a webinar) and sending leads to personalized landing pages As these leads become increasingly engaged they become Marketing Qualified Leads (MQLs) and ultimately Sales Qualified Leads (SQLs) that are ripe for closing Some marketing automation tools aim to cover the full funnel while other tools emphasize individual stages
Source Steven Shattuck The Top 1 Ways to Fail at Content Marketing March 2013
copyTrustRadius Inc 2014Page 7 of 46
Achieving success with Marketing Automation requires much more than selecting the right software product We spoke with several leading marketing consultants to better understand the key success factors for any Marketing Automation project and a few key themes emerged
1 Define Your Marketing Strategy FirstCompanies are frequently too focused on picking technology Before selecting a Marketing Automation platform itrsquos important to have a clear strategy in place as to how you will use it Companies that fail to do this frequently get low mileage out of their Marketing Automation systems
ldquoAll too often people are doing it backwards Theyrsquore buying the technology then asking whatrsquos next Technology is not a silver bullet without a strategy and planrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoBy far the 1 issue we see with companies who invest in marketing automation is the lack of an overall plan or strategy Too often companies make the assumption that simply the act of deploying a marketing automation platform will result in marketing efficiencies Without at least the semblance of a plan or strategy for how the company plans to use the system marketing automation is doomed to be little more than email softwarerdquo
Howard J Sewell ndash President Spear Marketing Group
ldquoThe most successful companies with marketing automation have put in place a demand generation strategy They have people that will actually own the success of not just the marketing automation but the demand generation program ndash someone is on the line to deliver the metrics (MQLs leads) and therersquos someone who will own the tool In many small companies itrsquos the same person In larger companies itrsquos notrdquo
Craig Rosenberg - Co-founder TOPO
Achieving Success with Marketing Automation
Page 8 of 46copyTrustRadius Inc 2014
ldquoItrsquos critical to have a clear definition of your target customers and understand whatrsquos interesting to them and how you can best reach them Email is incredibly important in B2B ndash however social is becoming much more important Determine the cycle that your buyers go through to evaluate consider and make a purchase decision Then determine what the best content assetsstories are to share with them Itrsquos also important to define the hand-off to sales Therersquos also a huge opportunity to continue to engage customers post-sale Itrsquos not supposed to be easy but you can break it into a crawl walk and run approachrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
2 Align People to ProcessesMarketing Automation is not just about the automation of existing marketing processes - it represents a new way to engage with prospective customers and align marketing activities much more closely to revenue generation Engaging in Marketing Automation frequently does necessitate adding more resources though there is generally a clearly achievable return on investment
ldquoTherersquos a lot of strategic dialogue that needs to happen ndash ensuring sales and marketing are aligned on the definition of a MQL (Marketing Qualified Lead) and ensuring that the content team produces content aligned to a buyerrsquos journey If their marketing organization is not aligned and ready for the change to be a more modern marketing organization then buying a tool is a real waste of moneyrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoI advise clients not to underestimate the amount of resources required to make the most of a marketing automation system Again this has less to do with managing the software per se and much more to do with developing the campaigns programs strategies and content that are the fuel for a successful deployment At a bare minimum expect to dedicate one-half of a full-time employee (or the equivalent services from an outside firm) in order to get the most from your investmentrdquo
Howard J Sewell ndash President Spear Marketing Group
3 Integrate SystemsMarketing Automation systems cannot operate in a silo At minimum they need to tie in to your CRM (Customer Relationship Management) system All too frequently there is no clear plan for how the integration should proceed what data should be exchanged etc
ldquoOne of the big misses is internal alignment for data integration and reporting Your marketing automation solution is only as a good as the data you put into it Often when wersquore brought in therersquos not been any conversation about integration or what will be the master database ndash the marketing automation system another marketing database or Salesforcecomrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
Page 9 of 46copyTrustRadius Inc 2014
4 Develop a Content StrategyAn effective demand generation strategy enabled through Marketing Automation usually requires a good volume of content However the content needs to be systematically designed based upon an assessment of the target buyer and aligned to the buyerrsquos journey (how they buy) Content needs to be educational and not overly self-serving or promotional Content production is a non-trivial problem but there are efficiency opportunities through atomization - breaking up existing content and repackaging it
ldquoThe ability to produce content is tough ndash most companies donrsquot have writers or if they do they have technical writers which is not the same skill setrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoContent is often a roadblock to being successful People buy marketing automation systems and they donrsquot have anything to deliver An enlightened company getting ready to embark on this journey will be preparing content well in advance Many companies realize too late and they use marketing automation in a crude way offering the same thing in the same way or think about product-centric offers Yoursquore in a battle for the mind of the customerrdquo
Craig Rosenberg ndash Co-founder TOPO
ldquoThe type of content that works best in the context of a lead nurturing or e-marketing program is usually informational lsquothought leadershiprsquo-type content that speaks to best practices strategies or techniques for solving the type of business problem that the marketerrsquos product or service addresses Itrsquos this type of content that will drive a higher level of engagement build credibility and ultimately drive a dialogue with sales Conversely (and counter-intuitively) content that overtly lsquosellsrsquo a product or service particularly early in the sales cycle has a greater chance of alienating the reader Not every piece of content has to be a new 12-page white paper however We advise clients to look at recycling or
repurposing existing content Perhaps an old white paper can see new life as a checklist a WebinarSlidecast a series of short videos or an infographicrdquo
Howard J Sewell ndash President Spear Marketing Group
ldquoYou need to define buyer personas in a deep way ndash not just who they are but what the journey looks like for them That helps you define what the questions need to be at each of those stages and hence what types of content should be developed Volume of content is important however quality and relevancy is most important There are solutions for volume eg content management tools like Kapost or content developed by agencies including the lsquoatomization of contentrsquo We look at how to do things in an efficient way ie breaking one great asset into smaller snackable chunksrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoMapping content to the stages of the buyerrsquos journey is difficult ndash many companies get stuck in the white paper rut Therersquos not a lot of credibility with some B2B marketing orgs Theyrsquore looked at as an activity center versus one that supports the generation of revenue This creates a challenge when motivating the rest of the organization to help with content strategyrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
Page 10 of 46copyTrustRadius Inc 2014
5 Re-Think Your MetricsMarketing organizations are often stuck in the past concentrating on metrics like open and click rates for emails but not tying their campaigns back to revenue Beyond agreeing on the right metrics to track itrsquos also important to ensure therersquos consensus on their definition
ldquoToday best-in-class organizations focus on MQLs and SALs and look at velocity of movement and conversion rate in the funnel Itrsquos all tied back to revenuerdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoThey have a hard time proving value as they cannot tie to revenue Many only can do last-touch attribution They lose visibility once a lead moves into the sales realm Marketing is often removed once it goes into sales which is a mistake Therersquos no continuous threadrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoThe big thing is defining what a qualified lead is ndash MQLs and SQLs - if using the Sirius Decisions framework These things are critical to successrdquo
Craig Rosenberg ndash Co-founder TOPO
ldquoBecause 67 of the purchase process happens before the buyer talks to a person marketing needs to be able to measure and score leads and understand attribution Understanding what metrics to measure and data to track is importantrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
copyTrustRadius Inc 2014Page 11 of 46
IncludedOmitted ProductsIn this Buyerrsquos Guide we include Marketing Automation tools that offer integrated capabilities for demand generation (including email campaign management landing pages lead scoring etc) and which have also been reviewed by end-users on TrustRadiuscom Some covered solutions (HubSpot and Act-On for example) also include ldquoinbound marketingrdquo capabilities such as support for SEO (search engine optimization) social media publishing etc One product Infusionsoft also includes basic CRM capabilities Others (eg Aprimo Unica) include capabilities for MRM (Marketing Resource Management)
We omit products that focus on one discrete aspect of marketing automation eg just landing page management We also omit products that have fewer than three reviews within a given market segment
For a broader list of Marketing Automation products visit our Marketing Automation page on TrustRadiuscom
Market Segmentation ApproachAs Marketing Automation needs are quite diverse it does not make sense to compare all products in one chart Historically most Marketing Automation solutions have focused on different market segments most often defined by organizational scale and an associated complexity of requirements Some vendors span segments or have distinct offerings for them such as Marketo which targets its Spark offering to smaller businesses Others (like Infusionsoft) are very focused on one market segment - small businesses
TrustRadius segments the market by the size of the company that the product serves
raquo Small Businesses 1-50 employees
raquo Mid-Size Companies 51-500 employees
raquo Enterprises gt500 employees
Some smaller companies are exceptions to this segment generalization and run complex demand generation programs that are usually associated with larger companies Conversely some larger organizations may have simpler needs that are easily addressed using products designed primarily for smaller companies In some instances those solutions are utilized by a single department within a larger company
The Best Marketing Automation Products by Market Segment
Page 12 of 46copyTrustRadius Inc 2014
Best Marketing Automation Products by Market Segment Introducing the TrustMaptrade
ldquoBestrdquo is a highly subjective term Selecting the right product requires prioritizing your requirements and determining which products address them While ratings are a broad indicator of sentiment it is critical to look beyond them to properly find the best match for your particular needs When using product reviews as part of your evaluation focus on those users whose needs most closely mirror your own learn about the context in which the product is being used and read multiple reviews to get a better idea of a productrsquos specific pros and cons You can filter reviews on TrustRadiuscom using variables such as company size industry role and more You can also use our side-by-side comparison tool to easily view multiple user opinions on key questions
To help narrow your choices we have created the TrustMaptrade - a visual depiction of the best software products as rated by users within each market segment The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group Each TrustMaptrade depicts Marketing Automation products on two dimensions
1 User Ratings ndash based on the average ldquoLikelihood to Recommendrdquo score by customers within that company size segment These ratings reflect user perception of the product as a whole and not to specific features In this analysis we present user ratings on a 1-5 scale All ratings and reviews come from authenticated end-users of the software
2 Segment Focus ndash the percentage of customers within that segment band derived from the mix of reviews on TrustRadiuscom While this is not a precise measure of a productrsquos user base it can serve as a useful proxy for a productrsquos market focus This approach penalizes companies with offerings that broadly span segments so we also present estimated customer counts by segment derived again based upon their review mix and publically available data or estimates of total customer counts Products with fewer than three reviews in a given segment are excluded
We also draw lines for the average User Rating and Segment Focus within that segment in order to create a quadrant We designate products in the upper right hand side of the quadrant that are at or above average for both User Rating and Segment Focus as ldquoBest Productsrdquo for that segment Products that have a User Rating at or above the average for the segment but a below-average Segment Focus are labelled ldquoStrong Performersrdquo
The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group
Page 13 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Small Businesses (lt50 employees)
Marketing Automation TrustMaptrade for Small Businesses
TM
Small Business Segment Focus(Percent of Customers in Small Business Segment)
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50BEST PRODUCTSSTRONG PERFORMERS
Average 48
Average 43
Most Marketing Automation products are quite positively rated by small businesses (receiving at least a 4 out of 5 rating) The average User Rating for Marketing Automation solutions in the small business segment is 43 out of 5 which is higher than the average in the small-medium enterprise and large enterprise segments
The average Segment Focus among vendors serving small business segment is 48 and there are 4 vendors at or above this level - CallidusCloud Marketing Automation (formerly Leadformix) Infusionsoft HubSpot and Act-On
Page 14 of 46copyTrustRadius Inc 2014
Factoring these two attributes The Best Marketing Automation Products for Small Businesses are
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
HubSpot 48 69 7311
Act-On 47 53 1166
Infusionsoft 43 96 18240
Percent of clients that are small businesses as indicated by the mix of reviews on TrustRadius
The choice of which solution is right for you is highly dependent on what is most important for you For example while Infusionsoft receives a lower average user rating than HubSpot and Act-On it is unique because it incorporates light-weight CRM and e-commerce capabilities For more information visit the individual product sections of this guide and read reviews for each product on TrustRadius
There are a number of positively rated Marketing Automation products that donrsquot have quite the same focus on the Small Business segment These are designated as (Strong Performers in Marketing Automation for Small Business on the TrustMaptrade
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
Pardot 46 21 315
Oracle Eloqua 48 6 92
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Small Businesses
Page 15 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
Marketing Automation TrustMaptrade for Mid-Size Companies
TM
Mid-Size Company Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 41
BEST PRODUCTS
Average 39
(Percent of Customers in Mid-Size Company Segment)
The average rating for Marketing Automation products in the Mid-Size Company segment is 39 out of 5 (versus 43 out of 5 for the Small Business segment) This pattern fits within a larger trend that we often see on TrustRadiuscom - as you move up-market and solutions become more complex and user requirements more demanding average ratings tend to decline
Page 16 of 46copyTrustRadius Inc 2014
The average segment focus among vendors serving the Mid-Size Company segment is 41 Factoring both user ratings and market focus the Best Marketing Automation Products for Mid-Sized companies are
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Marketo 42 60 1801
Pardot (Salesforce) 40 58 864
Percent of clients that are Mid-Sized Companies as indicated by the mix of reviews on TrustRadius
Additionally the following vendors are Strong Performers in Marketing Automation for Mid-Size companies highly rated yet have a below average concentration of customers in the Mid-Size Company
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Act-On 43 35 770
Eloqua 40 35 525
HubSpot 46 25 2679
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Mid-Size Companies
Page 17 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Enterprises (gt500 employees)
Marketing Automation TrustMaptrade for Enterprises
TM
Enterprise Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 46
BEST PRODUCTS
Average 38
(Percent of Customers in Enterprise Segment)
The average rating for Enterprise Marketing Automation products is 38 out of 5 (compared to 39 for Mid-Size Companies and 43 for Small Businesses) The average enterprise customer focus is 46 There are several solutions designed exclusively or largely for large enterprises and among them all Oraclersquos Eloqua is the clear winner and the Best Product for Enterprise Marketing Automation
PRODUCT AVG ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Oracle Eloqua 44 59 870
Percentage of Enterprise clients as indicated by the mix of reviews on TrustRadius
Page 18 of 46copyTrustRadius Inc 2014
There are four Strong Performers in the Enterprise segment (highly rated by customers but with smaller proportions of them in the Enterprise segment) that are worth evaluating depending on your requirements
PRODUCT ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Pardot (Salesforce) 39 21 318
Marketo 39 15 450
Act-On 47 13 282
HubSpot 44 6 609
raquo Pardot - Any company that is heavily reliant on Salesforcecom as a CRM would be wise to also evaluate Pardot given their recent acquisition by Salesforcecom Pardot scores quite favorably among Enterprise customers although its campaign management feature set is not as robust as those of Eloqua or Marketo Read more about the proscons of Pardot and a management interview about their plans for integration with Salesforcecom in the Pardot product section
raquo Marketo is rapidly building additional enterprise-oriented capabilities including Marketing Resource Management (MRM) We have also heard from several consultants serving large accounts who have seen success with Marketo It is the most frequently compared product with Eloqua with 59 of those evaluating Eloqua also evaluating Marketo (see Comparison Ring below)
raquo Act-On is used by a number of large Enterprises most often as a departmental solution It is generally not considered a suitable choice for centralized marketing operations at a large enterprise
raquo HubSpot also has a large number of Enterprise accounts and is very positively rated within this segment In some cases HubSpot is used in conjunction with other marketing automation solutions like Marketo
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Ring for Eloqua ndash Best Product in Enterprise Marketing Automation
copyTrustRadius Inc 2014Page 19 of 46
Act-On Ratings amp User FeedbackAct-On provides a cloud-based integrated Marketing Automation platform that enables small to medium sized businesses and departments of large enterprises to effectively acquire customers build loyalty and expand their relationships with these customers Act-Onrsquos technology features an intuitive user interface and includes an email engine with integration to leading web conferencing and CRM solutions tools for website visitor tracking lead scoring lead nurturing and social media prospecting design tools for web forms landing pages and emails inbound tools for SEO Google AdWords tracking and blog integration Act-On is a privately held company and has raised $74 million in venture capital to date including $42 million announced on April 15th 2014 Act-Ons Founder CEO was the co-founder and CTO of the marketing solutions provider Responsys
Company status Private
2013 revenue estimate $31 million
Growth 2012-13 215
Customers 2200
Employees 261
2012 revenue $10m (httpwwwforbescomcompaniesact-on-software) interview with TrustRadius indicated growth of 215 Interview with TrustRadius LinkedIn employees listed
Product Ratings amp User Feedback
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
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Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
copyTrustRadius Inc 2014Page 5 of 46
What is Marketing AutomationMarketing Automation software helps to automate and scale repetitive marketing tasks and the subsequent analysis of those efforts Originally focused on email-based campaign management Marketing Automation now refers to a broad range of automation and analytic tools for marketing
While increasingly multi-channel Marketing Automation products are largely centered on digital campaign execution automation and measurement The core concept is that leads in the marketing database can be nurtured through the buying process by providing them with relevant personalized content until they are ready to purchase Historically the primary channel was email but today websites mobile interfaces and social media are all integral to successful marketing efforts Campaign workflow can be designed within the tool and then executed automatically once a campaign has run its course a range of analytic tools can measure its performance to understand what worked well and what did not
Most Marketing Automation software products contain an email engine and abilities to create customized landing pages score leads and analyze results which provide a holistic view of the entire marketing funnel from visitor to customer Beyond these core functions vendors tend to differentiate themselves on breadth or depth of offering largely based upon current or historical market segment focus
For example at the high very end of the market some enterprise tools like Teradatarsquos Integrated Marketing Management (formerly Aprimo Marketing Studio) and IBM Unica provide comprehensive Marketing Resource Management (MRM) functionality This functionality focuses on internal marketing processes like budget and forecasting project workflow management asset management brand management and spend management Such capabilities have historically not been a focus for small business and mid-market enterprises though some believe that MRM capabilities will become important for mid-market companies Marketo recently added budget management and will be releasing a calendar feature
ldquoFor marketing automation to move beyond demand generation to become the platform for marketing MRM [Marketing Resource Management] is an area that they will have to include as part of their suites moving forwardrdquo
Craig Rosenberg - Co-founder TOPO
At the small business end of the market the emphasis is on providing a complete toolset of marketing capabilities of which campaign management is just one element These products are commonly referred to as ldquoAll-in-One Marketing Platformsrdquo and typically include basic email social media search engine optimization (SEO) and blogging tools Some products also include eCommerce and basic CRM capabilities
The State of Marketing Automation
Page 6 of 46copyTrustRadius Inc 2014
Inbound versus Outbound MarketingAn inbound marketing orientation focuses on the ldquotop of the funnelrdquo ie generating new leads Per the illustration below primary inbound marketing tactics include publishing educational content (blogs white papers videos or any other content that draws people in) search engine optimization and social media
Outbound (or mid-funnel) marketing focuses on nurturing and engaging existing leads with relevant content via email and social media building calls to action (eg attending a webinar) and sending leads to personalized landing pages As these leads become increasingly engaged they become Marketing Qualified Leads (MQLs) and ultimately Sales Qualified Leads (SQLs) that are ripe for closing Some marketing automation tools aim to cover the full funnel while other tools emphasize individual stages
Source Steven Shattuck The Top 1 Ways to Fail at Content Marketing March 2013
copyTrustRadius Inc 2014Page 7 of 46
Achieving success with Marketing Automation requires much more than selecting the right software product We spoke with several leading marketing consultants to better understand the key success factors for any Marketing Automation project and a few key themes emerged
1 Define Your Marketing Strategy FirstCompanies are frequently too focused on picking technology Before selecting a Marketing Automation platform itrsquos important to have a clear strategy in place as to how you will use it Companies that fail to do this frequently get low mileage out of their Marketing Automation systems
ldquoAll too often people are doing it backwards Theyrsquore buying the technology then asking whatrsquos next Technology is not a silver bullet without a strategy and planrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoBy far the 1 issue we see with companies who invest in marketing automation is the lack of an overall plan or strategy Too often companies make the assumption that simply the act of deploying a marketing automation platform will result in marketing efficiencies Without at least the semblance of a plan or strategy for how the company plans to use the system marketing automation is doomed to be little more than email softwarerdquo
Howard J Sewell ndash President Spear Marketing Group
ldquoThe most successful companies with marketing automation have put in place a demand generation strategy They have people that will actually own the success of not just the marketing automation but the demand generation program ndash someone is on the line to deliver the metrics (MQLs leads) and therersquos someone who will own the tool In many small companies itrsquos the same person In larger companies itrsquos notrdquo
Craig Rosenberg - Co-founder TOPO
Achieving Success with Marketing Automation
Page 8 of 46copyTrustRadius Inc 2014
ldquoItrsquos critical to have a clear definition of your target customers and understand whatrsquos interesting to them and how you can best reach them Email is incredibly important in B2B ndash however social is becoming much more important Determine the cycle that your buyers go through to evaluate consider and make a purchase decision Then determine what the best content assetsstories are to share with them Itrsquos also important to define the hand-off to sales Therersquos also a huge opportunity to continue to engage customers post-sale Itrsquos not supposed to be easy but you can break it into a crawl walk and run approachrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
2 Align People to ProcessesMarketing Automation is not just about the automation of existing marketing processes - it represents a new way to engage with prospective customers and align marketing activities much more closely to revenue generation Engaging in Marketing Automation frequently does necessitate adding more resources though there is generally a clearly achievable return on investment
ldquoTherersquos a lot of strategic dialogue that needs to happen ndash ensuring sales and marketing are aligned on the definition of a MQL (Marketing Qualified Lead) and ensuring that the content team produces content aligned to a buyerrsquos journey If their marketing organization is not aligned and ready for the change to be a more modern marketing organization then buying a tool is a real waste of moneyrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoI advise clients not to underestimate the amount of resources required to make the most of a marketing automation system Again this has less to do with managing the software per se and much more to do with developing the campaigns programs strategies and content that are the fuel for a successful deployment At a bare minimum expect to dedicate one-half of a full-time employee (or the equivalent services from an outside firm) in order to get the most from your investmentrdquo
Howard J Sewell ndash President Spear Marketing Group
3 Integrate SystemsMarketing Automation systems cannot operate in a silo At minimum they need to tie in to your CRM (Customer Relationship Management) system All too frequently there is no clear plan for how the integration should proceed what data should be exchanged etc
ldquoOne of the big misses is internal alignment for data integration and reporting Your marketing automation solution is only as a good as the data you put into it Often when wersquore brought in therersquos not been any conversation about integration or what will be the master database ndash the marketing automation system another marketing database or Salesforcecomrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
Page 9 of 46copyTrustRadius Inc 2014
4 Develop a Content StrategyAn effective demand generation strategy enabled through Marketing Automation usually requires a good volume of content However the content needs to be systematically designed based upon an assessment of the target buyer and aligned to the buyerrsquos journey (how they buy) Content needs to be educational and not overly self-serving or promotional Content production is a non-trivial problem but there are efficiency opportunities through atomization - breaking up existing content and repackaging it
ldquoThe ability to produce content is tough ndash most companies donrsquot have writers or if they do they have technical writers which is not the same skill setrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoContent is often a roadblock to being successful People buy marketing automation systems and they donrsquot have anything to deliver An enlightened company getting ready to embark on this journey will be preparing content well in advance Many companies realize too late and they use marketing automation in a crude way offering the same thing in the same way or think about product-centric offers Yoursquore in a battle for the mind of the customerrdquo
Craig Rosenberg ndash Co-founder TOPO
ldquoThe type of content that works best in the context of a lead nurturing or e-marketing program is usually informational lsquothought leadershiprsquo-type content that speaks to best practices strategies or techniques for solving the type of business problem that the marketerrsquos product or service addresses Itrsquos this type of content that will drive a higher level of engagement build credibility and ultimately drive a dialogue with sales Conversely (and counter-intuitively) content that overtly lsquosellsrsquo a product or service particularly early in the sales cycle has a greater chance of alienating the reader Not every piece of content has to be a new 12-page white paper however We advise clients to look at recycling or
repurposing existing content Perhaps an old white paper can see new life as a checklist a WebinarSlidecast a series of short videos or an infographicrdquo
Howard J Sewell ndash President Spear Marketing Group
ldquoYou need to define buyer personas in a deep way ndash not just who they are but what the journey looks like for them That helps you define what the questions need to be at each of those stages and hence what types of content should be developed Volume of content is important however quality and relevancy is most important There are solutions for volume eg content management tools like Kapost or content developed by agencies including the lsquoatomization of contentrsquo We look at how to do things in an efficient way ie breaking one great asset into smaller snackable chunksrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoMapping content to the stages of the buyerrsquos journey is difficult ndash many companies get stuck in the white paper rut Therersquos not a lot of credibility with some B2B marketing orgs Theyrsquore looked at as an activity center versus one that supports the generation of revenue This creates a challenge when motivating the rest of the organization to help with content strategyrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
Page 10 of 46copyTrustRadius Inc 2014
5 Re-Think Your MetricsMarketing organizations are often stuck in the past concentrating on metrics like open and click rates for emails but not tying their campaigns back to revenue Beyond agreeing on the right metrics to track itrsquos also important to ensure therersquos consensus on their definition
ldquoToday best-in-class organizations focus on MQLs and SALs and look at velocity of movement and conversion rate in the funnel Itrsquos all tied back to revenuerdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoThey have a hard time proving value as they cannot tie to revenue Many only can do last-touch attribution They lose visibility once a lead moves into the sales realm Marketing is often removed once it goes into sales which is a mistake Therersquos no continuous threadrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoThe big thing is defining what a qualified lead is ndash MQLs and SQLs - if using the Sirius Decisions framework These things are critical to successrdquo
Craig Rosenberg ndash Co-founder TOPO
ldquoBecause 67 of the purchase process happens before the buyer talks to a person marketing needs to be able to measure and score leads and understand attribution Understanding what metrics to measure and data to track is importantrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
copyTrustRadius Inc 2014Page 11 of 46
IncludedOmitted ProductsIn this Buyerrsquos Guide we include Marketing Automation tools that offer integrated capabilities for demand generation (including email campaign management landing pages lead scoring etc) and which have also been reviewed by end-users on TrustRadiuscom Some covered solutions (HubSpot and Act-On for example) also include ldquoinbound marketingrdquo capabilities such as support for SEO (search engine optimization) social media publishing etc One product Infusionsoft also includes basic CRM capabilities Others (eg Aprimo Unica) include capabilities for MRM (Marketing Resource Management)
We omit products that focus on one discrete aspect of marketing automation eg just landing page management We also omit products that have fewer than three reviews within a given market segment
For a broader list of Marketing Automation products visit our Marketing Automation page on TrustRadiuscom
Market Segmentation ApproachAs Marketing Automation needs are quite diverse it does not make sense to compare all products in one chart Historically most Marketing Automation solutions have focused on different market segments most often defined by organizational scale and an associated complexity of requirements Some vendors span segments or have distinct offerings for them such as Marketo which targets its Spark offering to smaller businesses Others (like Infusionsoft) are very focused on one market segment - small businesses
TrustRadius segments the market by the size of the company that the product serves
raquo Small Businesses 1-50 employees
raquo Mid-Size Companies 51-500 employees
raquo Enterprises gt500 employees
Some smaller companies are exceptions to this segment generalization and run complex demand generation programs that are usually associated with larger companies Conversely some larger organizations may have simpler needs that are easily addressed using products designed primarily for smaller companies In some instances those solutions are utilized by a single department within a larger company
The Best Marketing Automation Products by Market Segment
Page 12 of 46copyTrustRadius Inc 2014
Best Marketing Automation Products by Market Segment Introducing the TrustMaptrade
ldquoBestrdquo is a highly subjective term Selecting the right product requires prioritizing your requirements and determining which products address them While ratings are a broad indicator of sentiment it is critical to look beyond them to properly find the best match for your particular needs When using product reviews as part of your evaluation focus on those users whose needs most closely mirror your own learn about the context in which the product is being used and read multiple reviews to get a better idea of a productrsquos specific pros and cons You can filter reviews on TrustRadiuscom using variables such as company size industry role and more You can also use our side-by-side comparison tool to easily view multiple user opinions on key questions
To help narrow your choices we have created the TrustMaptrade - a visual depiction of the best software products as rated by users within each market segment The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group Each TrustMaptrade depicts Marketing Automation products on two dimensions
1 User Ratings ndash based on the average ldquoLikelihood to Recommendrdquo score by customers within that company size segment These ratings reflect user perception of the product as a whole and not to specific features In this analysis we present user ratings on a 1-5 scale All ratings and reviews come from authenticated end-users of the software
2 Segment Focus ndash the percentage of customers within that segment band derived from the mix of reviews on TrustRadiuscom While this is not a precise measure of a productrsquos user base it can serve as a useful proxy for a productrsquos market focus This approach penalizes companies with offerings that broadly span segments so we also present estimated customer counts by segment derived again based upon their review mix and publically available data or estimates of total customer counts Products with fewer than three reviews in a given segment are excluded
We also draw lines for the average User Rating and Segment Focus within that segment in order to create a quadrant We designate products in the upper right hand side of the quadrant that are at or above average for both User Rating and Segment Focus as ldquoBest Productsrdquo for that segment Products that have a User Rating at or above the average for the segment but a below-average Segment Focus are labelled ldquoStrong Performersrdquo
The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group
Page 13 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Small Businesses (lt50 employees)
Marketing Automation TrustMaptrade for Small Businesses
TM
Small Business Segment Focus(Percent of Customers in Small Business Segment)
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50BEST PRODUCTSSTRONG PERFORMERS
Average 48
Average 43
Most Marketing Automation products are quite positively rated by small businesses (receiving at least a 4 out of 5 rating) The average User Rating for Marketing Automation solutions in the small business segment is 43 out of 5 which is higher than the average in the small-medium enterprise and large enterprise segments
The average Segment Focus among vendors serving small business segment is 48 and there are 4 vendors at or above this level - CallidusCloud Marketing Automation (formerly Leadformix) Infusionsoft HubSpot and Act-On
Page 14 of 46copyTrustRadius Inc 2014
Factoring these two attributes The Best Marketing Automation Products for Small Businesses are
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
HubSpot 48 69 7311
Act-On 47 53 1166
Infusionsoft 43 96 18240
Percent of clients that are small businesses as indicated by the mix of reviews on TrustRadius
The choice of which solution is right for you is highly dependent on what is most important for you For example while Infusionsoft receives a lower average user rating than HubSpot and Act-On it is unique because it incorporates light-weight CRM and e-commerce capabilities For more information visit the individual product sections of this guide and read reviews for each product on TrustRadius
There are a number of positively rated Marketing Automation products that donrsquot have quite the same focus on the Small Business segment These are designated as (Strong Performers in Marketing Automation for Small Business on the TrustMaptrade
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
Pardot 46 21 315
Oracle Eloqua 48 6 92
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Small Businesses
Page 15 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
Marketing Automation TrustMaptrade for Mid-Size Companies
TM
Mid-Size Company Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 41
BEST PRODUCTS
Average 39
(Percent of Customers in Mid-Size Company Segment)
The average rating for Marketing Automation products in the Mid-Size Company segment is 39 out of 5 (versus 43 out of 5 for the Small Business segment) This pattern fits within a larger trend that we often see on TrustRadiuscom - as you move up-market and solutions become more complex and user requirements more demanding average ratings tend to decline
Page 16 of 46copyTrustRadius Inc 2014
The average segment focus among vendors serving the Mid-Size Company segment is 41 Factoring both user ratings and market focus the Best Marketing Automation Products for Mid-Sized companies are
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Marketo 42 60 1801
Pardot (Salesforce) 40 58 864
Percent of clients that are Mid-Sized Companies as indicated by the mix of reviews on TrustRadius
Additionally the following vendors are Strong Performers in Marketing Automation for Mid-Size companies highly rated yet have a below average concentration of customers in the Mid-Size Company
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Act-On 43 35 770
Eloqua 40 35 525
HubSpot 46 25 2679
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Mid-Size Companies
Page 17 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Enterprises (gt500 employees)
Marketing Automation TrustMaptrade for Enterprises
TM
Enterprise Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 46
BEST PRODUCTS
Average 38
(Percent of Customers in Enterprise Segment)
The average rating for Enterprise Marketing Automation products is 38 out of 5 (compared to 39 for Mid-Size Companies and 43 for Small Businesses) The average enterprise customer focus is 46 There are several solutions designed exclusively or largely for large enterprises and among them all Oraclersquos Eloqua is the clear winner and the Best Product for Enterprise Marketing Automation
PRODUCT AVG ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Oracle Eloqua 44 59 870
Percentage of Enterprise clients as indicated by the mix of reviews on TrustRadius
Page 18 of 46copyTrustRadius Inc 2014
There are four Strong Performers in the Enterprise segment (highly rated by customers but with smaller proportions of them in the Enterprise segment) that are worth evaluating depending on your requirements
PRODUCT ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Pardot (Salesforce) 39 21 318
Marketo 39 15 450
Act-On 47 13 282
HubSpot 44 6 609
raquo Pardot - Any company that is heavily reliant on Salesforcecom as a CRM would be wise to also evaluate Pardot given their recent acquisition by Salesforcecom Pardot scores quite favorably among Enterprise customers although its campaign management feature set is not as robust as those of Eloqua or Marketo Read more about the proscons of Pardot and a management interview about their plans for integration with Salesforcecom in the Pardot product section
raquo Marketo is rapidly building additional enterprise-oriented capabilities including Marketing Resource Management (MRM) We have also heard from several consultants serving large accounts who have seen success with Marketo It is the most frequently compared product with Eloqua with 59 of those evaluating Eloqua also evaluating Marketo (see Comparison Ring below)
raquo Act-On is used by a number of large Enterprises most often as a departmental solution It is generally not considered a suitable choice for centralized marketing operations at a large enterprise
raquo HubSpot also has a large number of Enterprise accounts and is very positively rated within this segment In some cases HubSpot is used in conjunction with other marketing automation solutions like Marketo
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Ring for Eloqua ndash Best Product in Enterprise Marketing Automation
copyTrustRadius Inc 2014Page 19 of 46
Act-On Ratings amp User FeedbackAct-On provides a cloud-based integrated Marketing Automation platform that enables small to medium sized businesses and departments of large enterprises to effectively acquire customers build loyalty and expand their relationships with these customers Act-Onrsquos technology features an intuitive user interface and includes an email engine with integration to leading web conferencing and CRM solutions tools for website visitor tracking lead scoring lead nurturing and social media prospecting design tools for web forms landing pages and emails inbound tools for SEO Google AdWords tracking and blog integration Act-On is a privately held company and has raised $74 million in venture capital to date including $42 million announced on April 15th 2014 Act-Ons Founder CEO was the co-founder and CTO of the marketing solutions provider Responsys
Company status Private
2013 revenue estimate $31 million
Growth 2012-13 215
Customers 2200
Employees 261
2012 revenue $10m (httpwwwforbescomcompaniesact-on-software) interview with TrustRadius indicated growth of 215 Interview with TrustRadius LinkedIn employees listed
Product Ratings amp User Feedback
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
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Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
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Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 6 of 46copyTrustRadius Inc 2014
Inbound versus Outbound MarketingAn inbound marketing orientation focuses on the ldquotop of the funnelrdquo ie generating new leads Per the illustration below primary inbound marketing tactics include publishing educational content (blogs white papers videos or any other content that draws people in) search engine optimization and social media
Outbound (or mid-funnel) marketing focuses on nurturing and engaging existing leads with relevant content via email and social media building calls to action (eg attending a webinar) and sending leads to personalized landing pages As these leads become increasingly engaged they become Marketing Qualified Leads (MQLs) and ultimately Sales Qualified Leads (SQLs) that are ripe for closing Some marketing automation tools aim to cover the full funnel while other tools emphasize individual stages
Source Steven Shattuck The Top 1 Ways to Fail at Content Marketing March 2013
copyTrustRadius Inc 2014Page 7 of 46
Achieving success with Marketing Automation requires much more than selecting the right software product We spoke with several leading marketing consultants to better understand the key success factors for any Marketing Automation project and a few key themes emerged
1 Define Your Marketing Strategy FirstCompanies are frequently too focused on picking technology Before selecting a Marketing Automation platform itrsquos important to have a clear strategy in place as to how you will use it Companies that fail to do this frequently get low mileage out of their Marketing Automation systems
ldquoAll too often people are doing it backwards Theyrsquore buying the technology then asking whatrsquos next Technology is not a silver bullet without a strategy and planrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoBy far the 1 issue we see with companies who invest in marketing automation is the lack of an overall plan or strategy Too often companies make the assumption that simply the act of deploying a marketing automation platform will result in marketing efficiencies Without at least the semblance of a plan or strategy for how the company plans to use the system marketing automation is doomed to be little more than email softwarerdquo
Howard J Sewell ndash President Spear Marketing Group
ldquoThe most successful companies with marketing automation have put in place a demand generation strategy They have people that will actually own the success of not just the marketing automation but the demand generation program ndash someone is on the line to deliver the metrics (MQLs leads) and therersquos someone who will own the tool In many small companies itrsquos the same person In larger companies itrsquos notrdquo
Craig Rosenberg - Co-founder TOPO
Achieving Success with Marketing Automation
Page 8 of 46copyTrustRadius Inc 2014
ldquoItrsquos critical to have a clear definition of your target customers and understand whatrsquos interesting to them and how you can best reach them Email is incredibly important in B2B ndash however social is becoming much more important Determine the cycle that your buyers go through to evaluate consider and make a purchase decision Then determine what the best content assetsstories are to share with them Itrsquos also important to define the hand-off to sales Therersquos also a huge opportunity to continue to engage customers post-sale Itrsquos not supposed to be easy but you can break it into a crawl walk and run approachrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
2 Align People to ProcessesMarketing Automation is not just about the automation of existing marketing processes - it represents a new way to engage with prospective customers and align marketing activities much more closely to revenue generation Engaging in Marketing Automation frequently does necessitate adding more resources though there is generally a clearly achievable return on investment
ldquoTherersquos a lot of strategic dialogue that needs to happen ndash ensuring sales and marketing are aligned on the definition of a MQL (Marketing Qualified Lead) and ensuring that the content team produces content aligned to a buyerrsquos journey If their marketing organization is not aligned and ready for the change to be a more modern marketing organization then buying a tool is a real waste of moneyrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoI advise clients not to underestimate the amount of resources required to make the most of a marketing automation system Again this has less to do with managing the software per se and much more to do with developing the campaigns programs strategies and content that are the fuel for a successful deployment At a bare minimum expect to dedicate one-half of a full-time employee (or the equivalent services from an outside firm) in order to get the most from your investmentrdquo
Howard J Sewell ndash President Spear Marketing Group
3 Integrate SystemsMarketing Automation systems cannot operate in a silo At minimum they need to tie in to your CRM (Customer Relationship Management) system All too frequently there is no clear plan for how the integration should proceed what data should be exchanged etc
ldquoOne of the big misses is internal alignment for data integration and reporting Your marketing automation solution is only as a good as the data you put into it Often when wersquore brought in therersquos not been any conversation about integration or what will be the master database ndash the marketing automation system another marketing database or Salesforcecomrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
Page 9 of 46copyTrustRadius Inc 2014
4 Develop a Content StrategyAn effective demand generation strategy enabled through Marketing Automation usually requires a good volume of content However the content needs to be systematically designed based upon an assessment of the target buyer and aligned to the buyerrsquos journey (how they buy) Content needs to be educational and not overly self-serving or promotional Content production is a non-trivial problem but there are efficiency opportunities through atomization - breaking up existing content and repackaging it
ldquoThe ability to produce content is tough ndash most companies donrsquot have writers or if they do they have technical writers which is not the same skill setrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoContent is often a roadblock to being successful People buy marketing automation systems and they donrsquot have anything to deliver An enlightened company getting ready to embark on this journey will be preparing content well in advance Many companies realize too late and they use marketing automation in a crude way offering the same thing in the same way or think about product-centric offers Yoursquore in a battle for the mind of the customerrdquo
Craig Rosenberg ndash Co-founder TOPO
ldquoThe type of content that works best in the context of a lead nurturing or e-marketing program is usually informational lsquothought leadershiprsquo-type content that speaks to best practices strategies or techniques for solving the type of business problem that the marketerrsquos product or service addresses Itrsquos this type of content that will drive a higher level of engagement build credibility and ultimately drive a dialogue with sales Conversely (and counter-intuitively) content that overtly lsquosellsrsquo a product or service particularly early in the sales cycle has a greater chance of alienating the reader Not every piece of content has to be a new 12-page white paper however We advise clients to look at recycling or
repurposing existing content Perhaps an old white paper can see new life as a checklist a WebinarSlidecast a series of short videos or an infographicrdquo
Howard J Sewell ndash President Spear Marketing Group
ldquoYou need to define buyer personas in a deep way ndash not just who they are but what the journey looks like for them That helps you define what the questions need to be at each of those stages and hence what types of content should be developed Volume of content is important however quality and relevancy is most important There are solutions for volume eg content management tools like Kapost or content developed by agencies including the lsquoatomization of contentrsquo We look at how to do things in an efficient way ie breaking one great asset into smaller snackable chunksrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoMapping content to the stages of the buyerrsquos journey is difficult ndash many companies get stuck in the white paper rut Therersquos not a lot of credibility with some B2B marketing orgs Theyrsquore looked at as an activity center versus one that supports the generation of revenue This creates a challenge when motivating the rest of the organization to help with content strategyrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
Page 10 of 46copyTrustRadius Inc 2014
5 Re-Think Your MetricsMarketing organizations are often stuck in the past concentrating on metrics like open and click rates for emails but not tying their campaigns back to revenue Beyond agreeing on the right metrics to track itrsquos also important to ensure therersquos consensus on their definition
ldquoToday best-in-class organizations focus on MQLs and SALs and look at velocity of movement and conversion rate in the funnel Itrsquos all tied back to revenuerdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoThey have a hard time proving value as they cannot tie to revenue Many only can do last-touch attribution They lose visibility once a lead moves into the sales realm Marketing is often removed once it goes into sales which is a mistake Therersquos no continuous threadrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoThe big thing is defining what a qualified lead is ndash MQLs and SQLs - if using the Sirius Decisions framework These things are critical to successrdquo
Craig Rosenberg ndash Co-founder TOPO
ldquoBecause 67 of the purchase process happens before the buyer talks to a person marketing needs to be able to measure and score leads and understand attribution Understanding what metrics to measure and data to track is importantrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
copyTrustRadius Inc 2014Page 11 of 46
IncludedOmitted ProductsIn this Buyerrsquos Guide we include Marketing Automation tools that offer integrated capabilities for demand generation (including email campaign management landing pages lead scoring etc) and which have also been reviewed by end-users on TrustRadiuscom Some covered solutions (HubSpot and Act-On for example) also include ldquoinbound marketingrdquo capabilities such as support for SEO (search engine optimization) social media publishing etc One product Infusionsoft also includes basic CRM capabilities Others (eg Aprimo Unica) include capabilities for MRM (Marketing Resource Management)
We omit products that focus on one discrete aspect of marketing automation eg just landing page management We also omit products that have fewer than three reviews within a given market segment
For a broader list of Marketing Automation products visit our Marketing Automation page on TrustRadiuscom
Market Segmentation ApproachAs Marketing Automation needs are quite diverse it does not make sense to compare all products in one chart Historically most Marketing Automation solutions have focused on different market segments most often defined by organizational scale and an associated complexity of requirements Some vendors span segments or have distinct offerings for them such as Marketo which targets its Spark offering to smaller businesses Others (like Infusionsoft) are very focused on one market segment - small businesses
TrustRadius segments the market by the size of the company that the product serves
raquo Small Businesses 1-50 employees
raquo Mid-Size Companies 51-500 employees
raquo Enterprises gt500 employees
Some smaller companies are exceptions to this segment generalization and run complex demand generation programs that are usually associated with larger companies Conversely some larger organizations may have simpler needs that are easily addressed using products designed primarily for smaller companies In some instances those solutions are utilized by a single department within a larger company
The Best Marketing Automation Products by Market Segment
Page 12 of 46copyTrustRadius Inc 2014
Best Marketing Automation Products by Market Segment Introducing the TrustMaptrade
ldquoBestrdquo is a highly subjective term Selecting the right product requires prioritizing your requirements and determining which products address them While ratings are a broad indicator of sentiment it is critical to look beyond them to properly find the best match for your particular needs When using product reviews as part of your evaluation focus on those users whose needs most closely mirror your own learn about the context in which the product is being used and read multiple reviews to get a better idea of a productrsquos specific pros and cons You can filter reviews on TrustRadiuscom using variables such as company size industry role and more You can also use our side-by-side comparison tool to easily view multiple user opinions on key questions
To help narrow your choices we have created the TrustMaptrade - a visual depiction of the best software products as rated by users within each market segment The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group Each TrustMaptrade depicts Marketing Automation products on two dimensions
1 User Ratings ndash based on the average ldquoLikelihood to Recommendrdquo score by customers within that company size segment These ratings reflect user perception of the product as a whole and not to specific features In this analysis we present user ratings on a 1-5 scale All ratings and reviews come from authenticated end-users of the software
2 Segment Focus ndash the percentage of customers within that segment band derived from the mix of reviews on TrustRadiuscom While this is not a precise measure of a productrsquos user base it can serve as a useful proxy for a productrsquos market focus This approach penalizes companies with offerings that broadly span segments so we also present estimated customer counts by segment derived again based upon their review mix and publically available data or estimates of total customer counts Products with fewer than three reviews in a given segment are excluded
We also draw lines for the average User Rating and Segment Focus within that segment in order to create a quadrant We designate products in the upper right hand side of the quadrant that are at or above average for both User Rating and Segment Focus as ldquoBest Productsrdquo for that segment Products that have a User Rating at or above the average for the segment but a below-average Segment Focus are labelled ldquoStrong Performersrdquo
The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group
Page 13 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Small Businesses (lt50 employees)
Marketing Automation TrustMaptrade for Small Businesses
TM
Small Business Segment Focus(Percent of Customers in Small Business Segment)
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50BEST PRODUCTSSTRONG PERFORMERS
Average 48
Average 43
Most Marketing Automation products are quite positively rated by small businesses (receiving at least a 4 out of 5 rating) The average User Rating for Marketing Automation solutions in the small business segment is 43 out of 5 which is higher than the average in the small-medium enterprise and large enterprise segments
The average Segment Focus among vendors serving small business segment is 48 and there are 4 vendors at or above this level - CallidusCloud Marketing Automation (formerly Leadformix) Infusionsoft HubSpot and Act-On
Page 14 of 46copyTrustRadius Inc 2014
Factoring these two attributes The Best Marketing Automation Products for Small Businesses are
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
HubSpot 48 69 7311
Act-On 47 53 1166
Infusionsoft 43 96 18240
Percent of clients that are small businesses as indicated by the mix of reviews on TrustRadius
The choice of which solution is right for you is highly dependent on what is most important for you For example while Infusionsoft receives a lower average user rating than HubSpot and Act-On it is unique because it incorporates light-weight CRM and e-commerce capabilities For more information visit the individual product sections of this guide and read reviews for each product on TrustRadius
There are a number of positively rated Marketing Automation products that donrsquot have quite the same focus on the Small Business segment These are designated as (Strong Performers in Marketing Automation for Small Business on the TrustMaptrade
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
Pardot 46 21 315
Oracle Eloqua 48 6 92
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Small Businesses
Page 15 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
Marketing Automation TrustMaptrade for Mid-Size Companies
TM
Mid-Size Company Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 41
BEST PRODUCTS
Average 39
(Percent of Customers in Mid-Size Company Segment)
The average rating for Marketing Automation products in the Mid-Size Company segment is 39 out of 5 (versus 43 out of 5 for the Small Business segment) This pattern fits within a larger trend that we often see on TrustRadiuscom - as you move up-market and solutions become more complex and user requirements more demanding average ratings tend to decline
Page 16 of 46copyTrustRadius Inc 2014
The average segment focus among vendors serving the Mid-Size Company segment is 41 Factoring both user ratings and market focus the Best Marketing Automation Products for Mid-Sized companies are
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Marketo 42 60 1801
Pardot (Salesforce) 40 58 864
Percent of clients that are Mid-Sized Companies as indicated by the mix of reviews on TrustRadius
Additionally the following vendors are Strong Performers in Marketing Automation for Mid-Size companies highly rated yet have a below average concentration of customers in the Mid-Size Company
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Act-On 43 35 770
Eloqua 40 35 525
HubSpot 46 25 2679
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Mid-Size Companies
Page 17 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Enterprises (gt500 employees)
Marketing Automation TrustMaptrade for Enterprises
TM
Enterprise Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 46
BEST PRODUCTS
Average 38
(Percent of Customers in Enterprise Segment)
The average rating for Enterprise Marketing Automation products is 38 out of 5 (compared to 39 for Mid-Size Companies and 43 for Small Businesses) The average enterprise customer focus is 46 There are several solutions designed exclusively or largely for large enterprises and among them all Oraclersquos Eloqua is the clear winner and the Best Product for Enterprise Marketing Automation
PRODUCT AVG ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Oracle Eloqua 44 59 870
Percentage of Enterprise clients as indicated by the mix of reviews on TrustRadius
Page 18 of 46copyTrustRadius Inc 2014
There are four Strong Performers in the Enterprise segment (highly rated by customers but with smaller proportions of them in the Enterprise segment) that are worth evaluating depending on your requirements
PRODUCT ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Pardot (Salesforce) 39 21 318
Marketo 39 15 450
Act-On 47 13 282
HubSpot 44 6 609
raquo Pardot - Any company that is heavily reliant on Salesforcecom as a CRM would be wise to also evaluate Pardot given their recent acquisition by Salesforcecom Pardot scores quite favorably among Enterprise customers although its campaign management feature set is not as robust as those of Eloqua or Marketo Read more about the proscons of Pardot and a management interview about their plans for integration with Salesforcecom in the Pardot product section
raquo Marketo is rapidly building additional enterprise-oriented capabilities including Marketing Resource Management (MRM) We have also heard from several consultants serving large accounts who have seen success with Marketo It is the most frequently compared product with Eloqua with 59 of those evaluating Eloqua also evaluating Marketo (see Comparison Ring below)
raquo Act-On is used by a number of large Enterprises most often as a departmental solution It is generally not considered a suitable choice for centralized marketing operations at a large enterprise
raquo HubSpot also has a large number of Enterprise accounts and is very positively rated within this segment In some cases HubSpot is used in conjunction with other marketing automation solutions like Marketo
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Ring for Eloqua ndash Best Product in Enterprise Marketing Automation
copyTrustRadius Inc 2014Page 19 of 46
Act-On Ratings amp User FeedbackAct-On provides a cloud-based integrated Marketing Automation platform that enables small to medium sized businesses and departments of large enterprises to effectively acquire customers build loyalty and expand their relationships with these customers Act-Onrsquos technology features an intuitive user interface and includes an email engine with integration to leading web conferencing and CRM solutions tools for website visitor tracking lead scoring lead nurturing and social media prospecting design tools for web forms landing pages and emails inbound tools for SEO Google AdWords tracking and blog integration Act-On is a privately held company and has raised $74 million in venture capital to date including $42 million announced on April 15th 2014 Act-Ons Founder CEO was the co-founder and CTO of the marketing solutions provider Responsys
Company status Private
2013 revenue estimate $31 million
Growth 2012-13 215
Customers 2200
Employees 261
2012 revenue $10m (httpwwwforbescomcompaniesact-on-software) interview with TrustRadius indicated growth of 215 Interview with TrustRadius LinkedIn employees listed
Product Ratings amp User Feedback
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
copyTrustRadius Inc 2014Page 7 of 46
Achieving success with Marketing Automation requires much more than selecting the right software product We spoke with several leading marketing consultants to better understand the key success factors for any Marketing Automation project and a few key themes emerged
1 Define Your Marketing Strategy FirstCompanies are frequently too focused on picking technology Before selecting a Marketing Automation platform itrsquos important to have a clear strategy in place as to how you will use it Companies that fail to do this frequently get low mileage out of their Marketing Automation systems
ldquoAll too often people are doing it backwards Theyrsquore buying the technology then asking whatrsquos next Technology is not a silver bullet without a strategy and planrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoBy far the 1 issue we see with companies who invest in marketing automation is the lack of an overall plan or strategy Too often companies make the assumption that simply the act of deploying a marketing automation platform will result in marketing efficiencies Without at least the semblance of a plan or strategy for how the company plans to use the system marketing automation is doomed to be little more than email softwarerdquo
Howard J Sewell ndash President Spear Marketing Group
ldquoThe most successful companies with marketing automation have put in place a demand generation strategy They have people that will actually own the success of not just the marketing automation but the demand generation program ndash someone is on the line to deliver the metrics (MQLs leads) and therersquos someone who will own the tool In many small companies itrsquos the same person In larger companies itrsquos notrdquo
Craig Rosenberg - Co-founder TOPO
Achieving Success with Marketing Automation
Page 8 of 46copyTrustRadius Inc 2014
ldquoItrsquos critical to have a clear definition of your target customers and understand whatrsquos interesting to them and how you can best reach them Email is incredibly important in B2B ndash however social is becoming much more important Determine the cycle that your buyers go through to evaluate consider and make a purchase decision Then determine what the best content assetsstories are to share with them Itrsquos also important to define the hand-off to sales Therersquos also a huge opportunity to continue to engage customers post-sale Itrsquos not supposed to be easy but you can break it into a crawl walk and run approachrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
2 Align People to ProcessesMarketing Automation is not just about the automation of existing marketing processes - it represents a new way to engage with prospective customers and align marketing activities much more closely to revenue generation Engaging in Marketing Automation frequently does necessitate adding more resources though there is generally a clearly achievable return on investment
ldquoTherersquos a lot of strategic dialogue that needs to happen ndash ensuring sales and marketing are aligned on the definition of a MQL (Marketing Qualified Lead) and ensuring that the content team produces content aligned to a buyerrsquos journey If their marketing organization is not aligned and ready for the change to be a more modern marketing organization then buying a tool is a real waste of moneyrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoI advise clients not to underestimate the amount of resources required to make the most of a marketing automation system Again this has less to do with managing the software per se and much more to do with developing the campaigns programs strategies and content that are the fuel for a successful deployment At a bare minimum expect to dedicate one-half of a full-time employee (or the equivalent services from an outside firm) in order to get the most from your investmentrdquo
Howard J Sewell ndash President Spear Marketing Group
3 Integrate SystemsMarketing Automation systems cannot operate in a silo At minimum they need to tie in to your CRM (Customer Relationship Management) system All too frequently there is no clear plan for how the integration should proceed what data should be exchanged etc
ldquoOne of the big misses is internal alignment for data integration and reporting Your marketing automation solution is only as a good as the data you put into it Often when wersquore brought in therersquos not been any conversation about integration or what will be the master database ndash the marketing automation system another marketing database or Salesforcecomrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
Page 9 of 46copyTrustRadius Inc 2014
4 Develop a Content StrategyAn effective demand generation strategy enabled through Marketing Automation usually requires a good volume of content However the content needs to be systematically designed based upon an assessment of the target buyer and aligned to the buyerrsquos journey (how they buy) Content needs to be educational and not overly self-serving or promotional Content production is a non-trivial problem but there are efficiency opportunities through atomization - breaking up existing content and repackaging it
ldquoThe ability to produce content is tough ndash most companies donrsquot have writers or if they do they have technical writers which is not the same skill setrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoContent is often a roadblock to being successful People buy marketing automation systems and they donrsquot have anything to deliver An enlightened company getting ready to embark on this journey will be preparing content well in advance Many companies realize too late and they use marketing automation in a crude way offering the same thing in the same way or think about product-centric offers Yoursquore in a battle for the mind of the customerrdquo
Craig Rosenberg ndash Co-founder TOPO
ldquoThe type of content that works best in the context of a lead nurturing or e-marketing program is usually informational lsquothought leadershiprsquo-type content that speaks to best practices strategies or techniques for solving the type of business problem that the marketerrsquos product or service addresses Itrsquos this type of content that will drive a higher level of engagement build credibility and ultimately drive a dialogue with sales Conversely (and counter-intuitively) content that overtly lsquosellsrsquo a product or service particularly early in the sales cycle has a greater chance of alienating the reader Not every piece of content has to be a new 12-page white paper however We advise clients to look at recycling or
repurposing existing content Perhaps an old white paper can see new life as a checklist a WebinarSlidecast a series of short videos or an infographicrdquo
Howard J Sewell ndash President Spear Marketing Group
ldquoYou need to define buyer personas in a deep way ndash not just who they are but what the journey looks like for them That helps you define what the questions need to be at each of those stages and hence what types of content should be developed Volume of content is important however quality and relevancy is most important There are solutions for volume eg content management tools like Kapost or content developed by agencies including the lsquoatomization of contentrsquo We look at how to do things in an efficient way ie breaking one great asset into smaller snackable chunksrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoMapping content to the stages of the buyerrsquos journey is difficult ndash many companies get stuck in the white paper rut Therersquos not a lot of credibility with some B2B marketing orgs Theyrsquore looked at as an activity center versus one that supports the generation of revenue This creates a challenge when motivating the rest of the organization to help with content strategyrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
Page 10 of 46copyTrustRadius Inc 2014
5 Re-Think Your MetricsMarketing organizations are often stuck in the past concentrating on metrics like open and click rates for emails but not tying their campaigns back to revenue Beyond agreeing on the right metrics to track itrsquos also important to ensure therersquos consensus on their definition
ldquoToday best-in-class organizations focus on MQLs and SALs and look at velocity of movement and conversion rate in the funnel Itrsquos all tied back to revenuerdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoThey have a hard time proving value as they cannot tie to revenue Many only can do last-touch attribution They lose visibility once a lead moves into the sales realm Marketing is often removed once it goes into sales which is a mistake Therersquos no continuous threadrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoThe big thing is defining what a qualified lead is ndash MQLs and SQLs - if using the Sirius Decisions framework These things are critical to successrdquo
Craig Rosenberg ndash Co-founder TOPO
ldquoBecause 67 of the purchase process happens before the buyer talks to a person marketing needs to be able to measure and score leads and understand attribution Understanding what metrics to measure and data to track is importantrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
copyTrustRadius Inc 2014Page 11 of 46
IncludedOmitted ProductsIn this Buyerrsquos Guide we include Marketing Automation tools that offer integrated capabilities for demand generation (including email campaign management landing pages lead scoring etc) and which have also been reviewed by end-users on TrustRadiuscom Some covered solutions (HubSpot and Act-On for example) also include ldquoinbound marketingrdquo capabilities such as support for SEO (search engine optimization) social media publishing etc One product Infusionsoft also includes basic CRM capabilities Others (eg Aprimo Unica) include capabilities for MRM (Marketing Resource Management)
We omit products that focus on one discrete aspect of marketing automation eg just landing page management We also omit products that have fewer than three reviews within a given market segment
For a broader list of Marketing Automation products visit our Marketing Automation page on TrustRadiuscom
Market Segmentation ApproachAs Marketing Automation needs are quite diverse it does not make sense to compare all products in one chart Historically most Marketing Automation solutions have focused on different market segments most often defined by organizational scale and an associated complexity of requirements Some vendors span segments or have distinct offerings for them such as Marketo which targets its Spark offering to smaller businesses Others (like Infusionsoft) are very focused on one market segment - small businesses
TrustRadius segments the market by the size of the company that the product serves
raquo Small Businesses 1-50 employees
raquo Mid-Size Companies 51-500 employees
raquo Enterprises gt500 employees
Some smaller companies are exceptions to this segment generalization and run complex demand generation programs that are usually associated with larger companies Conversely some larger organizations may have simpler needs that are easily addressed using products designed primarily for smaller companies In some instances those solutions are utilized by a single department within a larger company
The Best Marketing Automation Products by Market Segment
Page 12 of 46copyTrustRadius Inc 2014
Best Marketing Automation Products by Market Segment Introducing the TrustMaptrade
ldquoBestrdquo is a highly subjective term Selecting the right product requires prioritizing your requirements and determining which products address them While ratings are a broad indicator of sentiment it is critical to look beyond them to properly find the best match for your particular needs When using product reviews as part of your evaluation focus on those users whose needs most closely mirror your own learn about the context in which the product is being used and read multiple reviews to get a better idea of a productrsquos specific pros and cons You can filter reviews on TrustRadiuscom using variables such as company size industry role and more You can also use our side-by-side comparison tool to easily view multiple user opinions on key questions
To help narrow your choices we have created the TrustMaptrade - a visual depiction of the best software products as rated by users within each market segment The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group Each TrustMaptrade depicts Marketing Automation products on two dimensions
1 User Ratings ndash based on the average ldquoLikelihood to Recommendrdquo score by customers within that company size segment These ratings reflect user perception of the product as a whole and not to specific features In this analysis we present user ratings on a 1-5 scale All ratings and reviews come from authenticated end-users of the software
2 Segment Focus ndash the percentage of customers within that segment band derived from the mix of reviews on TrustRadiuscom While this is not a precise measure of a productrsquos user base it can serve as a useful proxy for a productrsquos market focus This approach penalizes companies with offerings that broadly span segments so we also present estimated customer counts by segment derived again based upon their review mix and publically available data or estimates of total customer counts Products with fewer than three reviews in a given segment are excluded
We also draw lines for the average User Rating and Segment Focus within that segment in order to create a quadrant We designate products in the upper right hand side of the quadrant that are at or above average for both User Rating and Segment Focus as ldquoBest Productsrdquo for that segment Products that have a User Rating at or above the average for the segment but a below-average Segment Focus are labelled ldquoStrong Performersrdquo
The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group
Page 13 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Small Businesses (lt50 employees)
Marketing Automation TrustMaptrade for Small Businesses
TM
Small Business Segment Focus(Percent of Customers in Small Business Segment)
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50BEST PRODUCTSSTRONG PERFORMERS
Average 48
Average 43
Most Marketing Automation products are quite positively rated by small businesses (receiving at least a 4 out of 5 rating) The average User Rating for Marketing Automation solutions in the small business segment is 43 out of 5 which is higher than the average in the small-medium enterprise and large enterprise segments
The average Segment Focus among vendors serving small business segment is 48 and there are 4 vendors at or above this level - CallidusCloud Marketing Automation (formerly Leadformix) Infusionsoft HubSpot and Act-On
Page 14 of 46copyTrustRadius Inc 2014
Factoring these two attributes The Best Marketing Automation Products for Small Businesses are
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
HubSpot 48 69 7311
Act-On 47 53 1166
Infusionsoft 43 96 18240
Percent of clients that are small businesses as indicated by the mix of reviews on TrustRadius
The choice of which solution is right for you is highly dependent on what is most important for you For example while Infusionsoft receives a lower average user rating than HubSpot and Act-On it is unique because it incorporates light-weight CRM and e-commerce capabilities For more information visit the individual product sections of this guide and read reviews for each product on TrustRadius
There are a number of positively rated Marketing Automation products that donrsquot have quite the same focus on the Small Business segment These are designated as (Strong Performers in Marketing Automation for Small Business on the TrustMaptrade
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
Pardot 46 21 315
Oracle Eloqua 48 6 92
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Small Businesses
Page 15 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
Marketing Automation TrustMaptrade for Mid-Size Companies
TM
Mid-Size Company Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 41
BEST PRODUCTS
Average 39
(Percent of Customers in Mid-Size Company Segment)
The average rating for Marketing Automation products in the Mid-Size Company segment is 39 out of 5 (versus 43 out of 5 for the Small Business segment) This pattern fits within a larger trend that we often see on TrustRadiuscom - as you move up-market and solutions become more complex and user requirements more demanding average ratings tend to decline
Page 16 of 46copyTrustRadius Inc 2014
The average segment focus among vendors serving the Mid-Size Company segment is 41 Factoring both user ratings and market focus the Best Marketing Automation Products for Mid-Sized companies are
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Marketo 42 60 1801
Pardot (Salesforce) 40 58 864
Percent of clients that are Mid-Sized Companies as indicated by the mix of reviews on TrustRadius
Additionally the following vendors are Strong Performers in Marketing Automation for Mid-Size companies highly rated yet have a below average concentration of customers in the Mid-Size Company
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Act-On 43 35 770
Eloqua 40 35 525
HubSpot 46 25 2679
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Mid-Size Companies
Page 17 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Enterprises (gt500 employees)
Marketing Automation TrustMaptrade for Enterprises
TM
Enterprise Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 46
BEST PRODUCTS
Average 38
(Percent of Customers in Enterprise Segment)
The average rating for Enterprise Marketing Automation products is 38 out of 5 (compared to 39 for Mid-Size Companies and 43 for Small Businesses) The average enterprise customer focus is 46 There are several solutions designed exclusively or largely for large enterprises and among them all Oraclersquos Eloqua is the clear winner and the Best Product for Enterprise Marketing Automation
PRODUCT AVG ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Oracle Eloqua 44 59 870
Percentage of Enterprise clients as indicated by the mix of reviews on TrustRadius
Page 18 of 46copyTrustRadius Inc 2014
There are four Strong Performers in the Enterprise segment (highly rated by customers but with smaller proportions of them in the Enterprise segment) that are worth evaluating depending on your requirements
PRODUCT ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Pardot (Salesforce) 39 21 318
Marketo 39 15 450
Act-On 47 13 282
HubSpot 44 6 609
raquo Pardot - Any company that is heavily reliant on Salesforcecom as a CRM would be wise to also evaluate Pardot given their recent acquisition by Salesforcecom Pardot scores quite favorably among Enterprise customers although its campaign management feature set is not as robust as those of Eloqua or Marketo Read more about the proscons of Pardot and a management interview about their plans for integration with Salesforcecom in the Pardot product section
raquo Marketo is rapidly building additional enterprise-oriented capabilities including Marketing Resource Management (MRM) We have also heard from several consultants serving large accounts who have seen success with Marketo It is the most frequently compared product with Eloqua with 59 of those evaluating Eloqua also evaluating Marketo (see Comparison Ring below)
raquo Act-On is used by a number of large Enterprises most often as a departmental solution It is generally not considered a suitable choice for centralized marketing operations at a large enterprise
raquo HubSpot also has a large number of Enterprise accounts and is very positively rated within this segment In some cases HubSpot is used in conjunction with other marketing automation solutions like Marketo
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Ring for Eloqua ndash Best Product in Enterprise Marketing Automation
copyTrustRadius Inc 2014Page 19 of 46
Act-On Ratings amp User FeedbackAct-On provides a cloud-based integrated Marketing Automation platform that enables small to medium sized businesses and departments of large enterprises to effectively acquire customers build loyalty and expand their relationships with these customers Act-Onrsquos technology features an intuitive user interface and includes an email engine with integration to leading web conferencing and CRM solutions tools for website visitor tracking lead scoring lead nurturing and social media prospecting design tools for web forms landing pages and emails inbound tools for SEO Google AdWords tracking and blog integration Act-On is a privately held company and has raised $74 million in venture capital to date including $42 million announced on April 15th 2014 Act-Ons Founder CEO was the co-founder and CTO of the marketing solutions provider Responsys
Company status Private
2013 revenue estimate $31 million
Growth 2012-13 215
Customers 2200
Employees 261
2012 revenue $10m (httpwwwforbescomcompaniesact-on-software) interview with TrustRadius indicated growth of 215 Interview with TrustRadius LinkedIn employees listed
Product Ratings amp User Feedback
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 8 of 46copyTrustRadius Inc 2014
ldquoItrsquos critical to have a clear definition of your target customers and understand whatrsquos interesting to them and how you can best reach them Email is incredibly important in B2B ndash however social is becoming much more important Determine the cycle that your buyers go through to evaluate consider and make a purchase decision Then determine what the best content assetsstories are to share with them Itrsquos also important to define the hand-off to sales Therersquos also a huge opportunity to continue to engage customers post-sale Itrsquos not supposed to be easy but you can break it into a crawl walk and run approachrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
2 Align People to ProcessesMarketing Automation is not just about the automation of existing marketing processes - it represents a new way to engage with prospective customers and align marketing activities much more closely to revenue generation Engaging in Marketing Automation frequently does necessitate adding more resources though there is generally a clearly achievable return on investment
ldquoTherersquos a lot of strategic dialogue that needs to happen ndash ensuring sales and marketing are aligned on the definition of a MQL (Marketing Qualified Lead) and ensuring that the content team produces content aligned to a buyerrsquos journey If their marketing organization is not aligned and ready for the change to be a more modern marketing organization then buying a tool is a real waste of moneyrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoI advise clients not to underestimate the amount of resources required to make the most of a marketing automation system Again this has less to do with managing the software per se and much more to do with developing the campaigns programs strategies and content that are the fuel for a successful deployment At a bare minimum expect to dedicate one-half of a full-time employee (or the equivalent services from an outside firm) in order to get the most from your investmentrdquo
Howard J Sewell ndash President Spear Marketing Group
3 Integrate SystemsMarketing Automation systems cannot operate in a silo At minimum they need to tie in to your CRM (Customer Relationship Management) system All too frequently there is no clear plan for how the integration should proceed what data should be exchanged etc
ldquoOne of the big misses is internal alignment for data integration and reporting Your marketing automation solution is only as a good as the data you put into it Often when wersquore brought in therersquos not been any conversation about integration or what will be the master database ndash the marketing automation system another marketing database or Salesforcecomrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
Page 9 of 46copyTrustRadius Inc 2014
4 Develop a Content StrategyAn effective demand generation strategy enabled through Marketing Automation usually requires a good volume of content However the content needs to be systematically designed based upon an assessment of the target buyer and aligned to the buyerrsquos journey (how they buy) Content needs to be educational and not overly self-serving or promotional Content production is a non-trivial problem but there are efficiency opportunities through atomization - breaking up existing content and repackaging it
ldquoThe ability to produce content is tough ndash most companies donrsquot have writers or if they do they have technical writers which is not the same skill setrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoContent is often a roadblock to being successful People buy marketing automation systems and they donrsquot have anything to deliver An enlightened company getting ready to embark on this journey will be preparing content well in advance Many companies realize too late and they use marketing automation in a crude way offering the same thing in the same way or think about product-centric offers Yoursquore in a battle for the mind of the customerrdquo
Craig Rosenberg ndash Co-founder TOPO
ldquoThe type of content that works best in the context of a lead nurturing or e-marketing program is usually informational lsquothought leadershiprsquo-type content that speaks to best practices strategies or techniques for solving the type of business problem that the marketerrsquos product or service addresses Itrsquos this type of content that will drive a higher level of engagement build credibility and ultimately drive a dialogue with sales Conversely (and counter-intuitively) content that overtly lsquosellsrsquo a product or service particularly early in the sales cycle has a greater chance of alienating the reader Not every piece of content has to be a new 12-page white paper however We advise clients to look at recycling or
repurposing existing content Perhaps an old white paper can see new life as a checklist a WebinarSlidecast a series of short videos or an infographicrdquo
Howard J Sewell ndash President Spear Marketing Group
ldquoYou need to define buyer personas in a deep way ndash not just who they are but what the journey looks like for them That helps you define what the questions need to be at each of those stages and hence what types of content should be developed Volume of content is important however quality and relevancy is most important There are solutions for volume eg content management tools like Kapost or content developed by agencies including the lsquoatomization of contentrsquo We look at how to do things in an efficient way ie breaking one great asset into smaller snackable chunksrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoMapping content to the stages of the buyerrsquos journey is difficult ndash many companies get stuck in the white paper rut Therersquos not a lot of credibility with some B2B marketing orgs Theyrsquore looked at as an activity center versus one that supports the generation of revenue This creates a challenge when motivating the rest of the organization to help with content strategyrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
Page 10 of 46copyTrustRadius Inc 2014
5 Re-Think Your MetricsMarketing organizations are often stuck in the past concentrating on metrics like open and click rates for emails but not tying their campaigns back to revenue Beyond agreeing on the right metrics to track itrsquos also important to ensure therersquos consensus on their definition
ldquoToday best-in-class organizations focus on MQLs and SALs and look at velocity of movement and conversion rate in the funnel Itrsquos all tied back to revenuerdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoThey have a hard time proving value as they cannot tie to revenue Many only can do last-touch attribution They lose visibility once a lead moves into the sales realm Marketing is often removed once it goes into sales which is a mistake Therersquos no continuous threadrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoThe big thing is defining what a qualified lead is ndash MQLs and SQLs - if using the Sirius Decisions framework These things are critical to successrdquo
Craig Rosenberg ndash Co-founder TOPO
ldquoBecause 67 of the purchase process happens before the buyer talks to a person marketing needs to be able to measure and score leads and understand attribution Understanding what metrics to measure and data to track is importantrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
copyTrustRadius Inc 2014Page 11 of 46
IncludedOmitted ProductsIn this Buyerrsquos Guide we include Marketing Automation tools that offer integrated capabilities for demand generation (including email campaign management landing pages lead scoring etc) and which have also been reviewed by end-users on TrustRadiuscom Some covered solutions (HubSpot and Act-On for example) also include ldquoinbound marketingrdquo capabilities such as support for SEO (search engine optimization) social media publishing etc One product Infusionsoft also includes basic CRM capabilities Others (eg Aprimo Unica) include capabilities for MRM (Marketing Resource Management)
We omit products that focus on one discrete aspect of marketing automation eg just landing page management We also omit products that have fewer than three reviews within a given market segment
For a broader list of Marketing Automation products visit our Marketing Automation page on TrustRadiuscom
Market Segmentation ApproachAs Marketing Automation needs are quite diverse it does not make sense to compare all products in one chart Historically most Marketing Automation solutions have focused on different market segments most often defined by organizational scale and an associated complexity of requirements Some vendors span segments or have distinct offerings for them such as Marketo which targets its Spark offering to smaller businesses Others (like Infusionsoft) are very focused on one market segment - small businesses
TrustRadius segments the market by the size of the company that the product serves
raquo Small Businesses 1-50 employees
raquo Mid-Size Companies 51-500 employees
raquo Enterprises gt500 employees
Some smaller companies are exceptions to this segment generalization and run complex demand generation programs that are usually associated with larger companies Conversely some larger organizations may have simpler needs that are easily addressed using products designed primarily for smaller companies In some instances those solutions are utilized by a single department within a larger company
The Best Marketing Automation Products by Market Segment
Page 12 of 46copyTrustRadius Inc 2014
Best Marketing Automation Products by Market Segment Introducing the TrustMaptrade
ldquoBestrdquo is a highly subjective term Selecting the right product requires prioritizing your requirements and determining which products address them While ratings are a broad indicator of sentiment it is critical to look beyond them to properly find the best match for your particular needs When using product reviews as part of your evaluation focus on those users whose needs most closely mirror your own learn about the context in which the product is being used and read multiple reviews to get a better idea of a productrsquos specific pros and cons You can filter reviews on TrustRadiuscom using variables such as company size industry role and more You can also use our side-by-side comparison tool to easily view multiple user opinions on key questions
To help narrow your choices we have created the TrustMaptrade - a visual depiction of the best software products as rated by users within each market segment The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group Each TrustMaptrade depicts Marketing Automation products on two dimensions
1 User Ratings ndash based on the average ldquoLikelihood to Recommendrdquo score by customers within that company size segment These ratings reflect user perception of the product as a whole and not to specific features In this analysis we present user ratings on a 1-5 scale All ratings and reviews come from authenticated end-users of the software
2 Segment Focus ndash the percentage of customers within that segment band derived from the mix of reviews on TrustRadiuscom While this is not a precise measure of a productrsquos user base it can serve as a useful proxy for a productrsquos market focus This approach penalizes companies with offerings that broadly span segments so we also present estimated customer counts by segment derived again based upon their review mix and publically available data or estimates of total customer counts Products with fewer than three reviews in a given segment are excluded
We also draw lines for the average User Rating and Segment Focus within that segment in order to create a quadrant We designate products in the upper right hand side of the quadrant that are at or above average for both User Rating and Segment Focus as ldquoBest Productsrdquo for that segment Products that have a User Rating at or above the average for the segment but a below-average Segment Focus are labelled ldquoStrong Performersrdquo
The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group
Page 13 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Small Businesses (lt50 employees)
Marketing Automation TrustMaptrade for Small Businesses
TM
Small Business Segment Focus(Percent of Customers in Small Business Segment)
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50BEST PRODUCTSSTRONG PERFORMERS
Average 48
Average 43
Most Marketing Automation products are quite positively rated by small businesses (receiving at least a 4 out of 5 rating) The average User Rating for Marketing Automation solutions in the small business segment is 43 out of 5 which is higher than the average in the small-medium enterprise and large enterprise segments
The average Segment Focus among vendors serving small business segment is 48 and there are 4 vendors at or above this level - CallidusCloud Marketing Automation (formerly Leadformix) Infusionsoft HubSpot and Act-On
Page 14 of 46copyTrustRadius Inc 2014
Factoring these two attributes The Best Marketing Automation Products for Small Businesses are
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
HubSpot 48 69 7311
Act-On 47 53 1166
Infusionsoft 43 96 18240
Percent of clients that are small businesses as indicated by the mix of reviews on TrustRadius
The choice of which solution is right for you is highly dependent on what is most important for you For example while Infusionsoft receives a lower average user rating than HubSpot and Act-On it is unique because it incorporates light-weight CRM and e-commerce capabilities For more information visit the individual product sections of this guide and read reviews for each product on TrustRadius
There are a number of positively rated Marketing Automation products that donrsquot have quite the same focus on the Small Business segment These are designated as (Strong Performers in Marketing Automation for Small Business on the TrustMaptrade
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
Pardot 46 21 315
Oracle Eloqua 48 6 92
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Small Businesses
Page 15 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
Marketing Automation TrustMaptrade for Mid-Size Companies
TM
Mid-Size Company Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 41
BEST PRODUCTS
Average 39
(Percent of Customers in Mid-Size Company Segment)
The average rating for Marketing Automation products in the Mid-Size Company segment is 39 out of 5 (versus 43 out of 5 for the Small Business segment) This pattern fits within a larger trend that we often see on TrustRadiuscom - as you move up-market and solutions become more complex and user requirements more demanding average ratings tend to decline
Page 16 of 46copyTrustRadius Inc 2014
The average segment focus among vendors serving the Mid-Size Company segment is 41 Factoring both user ratings and market focus the Best Marketing Automation Products for Mid-Sized companies are
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Marketo 42 60 1801
Pardot (Salesforce) 40 58 864
Percent of clients that are Mid-Sized Companies as indicated by the mix of reviews on TrustRadius
Additionally the following vendors are Strong Performers in Marketing Automation for Mid-Size companies highly rated yet have a below average concentration of customers in the Mid-Size Company
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Act-On 43 35 770
Eloqua 40 35 525
HubSpot 46 25 2679
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Mid-Size Companies
Page 17 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Enterprises (gt500 employees)
Marketing Automation TrustMaptrade for Enterprises
TM
Enterprise Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 46
BEST PRODUCTS
Average 38
(Percent of Customers in Enterprise Segment)
The average rating for Enterprise Marketing Automation products is 38 out of 5 (compared to 39 for Mid-Size Companies and 43 for Small Businesses) The average enterprise customer focus is 46 There are several solutions designed exclusively or largely for large enterprises and among them all Oraclersquos Eloqua is the clear winner and the Best Product for Enterprise Marketing Automation
PRODUCT AVG ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Oracle Eloqua 44 59 870
Percentage of Enterprise clients as indicated by the mix of reviews on TrustRadius
Page 18 of 46copyTrustRadius Inc 2014
There are four Strong Performers in the Enterprise segment (highly rated by customers but with smaller proportions of them in the Enterprise segment) that are worth evaluating depending on your requirements
PRODUCT ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Pardot (Salesforce) 39 21 318
Marketo 39 15 450
Act-On 47 13 282
HubSpot 44 6 609
raquo Pardot - Any company that is heavily reliant on Salesforcecom as a CRM would be wise to also evaluate Pardot given their recent acquisition by Salesforcecom Pardot scores quite favorably among Enterprise customers although its campaign management feature set is not as robust as those of Eloqua or Marketo Read more about the proscons of Pardot and a management interview about their plans for integration with Salesforcecom in the Pardot product section
raquo Marketo is rapidly building additional enterprise-oriented capabilities including Marketing Resource Management (MRM) We have also heard from several consultants serving large accounts who have seen success with Marketo It is the most frequently compared product with Eloqua with 59 of those evaluating Eloqua also evaluating Marketo (see Comparison Ring below)
raquo Act-On is used by a number of large Enterprises most often as a departmental solution It is generally not considered a suitable choice for centralized marketing operations at a large enterprise
raquo HubSpot also has a large number of Enterprise accounts and is very positively rated within this segment In some cases HubSpot is used in conjunction with other marketing automation solutions like Marketo
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Ring for Eloqua ndash Best Product in Enterprise Marketing Automation
copyTrustRadius Inc 2014Page 19 of 46
Act-On Ratings amp User FeedbackAct-On provides a cloud-based integrated Marketing Automation platform that enables small to medium sized businesses and departments of large enterprises to effectively acquire customers build loyalty and expand their relationships with these customers Act-Onrsquos technology features an intuitive user interface and includes an email engine with integration to leading web conferencing and CRM solutions tools for website visitor tracking lead scoring lead nurturing and social media prospecting design tools for web forms landing pages and emails inbound tools for SEO Google AdWords tracking and blog integration Act-On is a privately held company and has raised $74 million in venture capital to date including $42 million announced on April 15th 2014 Act-Ons Founder CEO was the co-founder and CTO of the marketing solutions provider Responsys
Company status Private
2013 revenue estimate $31 million
Growth 2012-13 215
Customers 2200
Employees 261
2012 revenue $10m (httpwwwforbescomcompaniesact-on-software) interview with TrustRadius indicated growth of 215 Interview with TrustRadius LinkedIn employees listed
Product Ratings amp User Feedback
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 9 of 46copyTrustRadius Inc 2014
4 Develop a Content StrategyAn effective demand generation strategy enabled through Marketing Automation usually requires a good volume of content However the content needs to be systematically designed based upon an assessment of the target buyer and aligned to the buyerrsquos journey (how they buy) Content needs to be educational and not overly self-serving or promotional Content production is a non-trivial problem but there are efficiency opportunities through atomization - breaking up existing content and repackaging it
ldquoThe ability to produce content is tough ndash most companies donrsquot have writers or if they do they have technical writers which is not the same skill setrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoContent is often a roadblock to being successful People buy marketing automation systems and they donrsquot have anything to deliver An enlightened company getting ready to embark on this journey will be preparing content well in advance Many companies realize too late and they use marketing automation in a crude way offering the same thing in the same way or think about product-centric offers Yoursquore in a battle for the mind of the customerrdquo
Craig Rosenberg ndash Co-founder TOPO
ldquoThe type of content that works best in the context of a lead nurturing or e-marketing program is usually informational lsquothought leadershiprsquo-type content that speaks to best practices strategies or techniques for solving the type of business problem that the marketerrsquos product or service addresses Itrsquos this type of content that will drive a higher level of engagement build credibility and ultimately drive a dialogue with sales Conversely (and counter-intuitively) content that overtly lsquosellsrsquo a product or service particularly early in the sales cycle has a greater chance of alienating the reader Not every piece of content has to be a new 12-page white paper however We advise clients to look at recycling or
repurposing existing content Perhaps an old white paper can see new life as a checklist a WebinarSlidecast a series of short videos or an infographicrdquo
Howard J Sewell ndash President Spear Marketing Group
ldquoYou need to define buyer personas in a deep way ndash not just who they are but what the journey looks like for them That helps you define what the questions need to be at each of those stages and hence what types of content should be developed Volume of content is important however quality and relevancy is most important There are solutions for volume eg content management tools like Kapost or content developed by agencies including the lsquoatomization of contentrsquo We look at how to do things in an efficient way ie breaking one great asset into smaller snackable chunksrdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoMapping content to the stages of the buyerrsquos journey is difficult ndash many companies get stuck in the white paper rut Therersquos not a lot of credibility with some B2B marketing orgs Theyrsquore looked at as an activity center versus one that supports the generation of revenue This creates a challenge when motivating the rest of the organization to help with content strategyrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
Page 10 of 46copyTrustRadius Inc 2014
5 Re-Think Your MetricsMarketing organizations are often stuck in the past concentrating on metrics like open and click rates for emails but not tying their campaigns back to revenue Beyond agreeing on the right metrics to track itrsquos also important to ensure therersquos consensus on their definition
ldquoToday best-in-class organizations focus on MQLs and SALs and look at velocity of movement and conversion rate in the funnel Itrsquos all tied back to revenuerdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoThey have a hard time proving value as they cannot tie to revenue Many only can do last-touch attribution They lose visibility once a lead moves into the sales realm Marketing is often removed once it goes into sales which is a mistake Therersquos no continuous threadrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoThe big thing is defining what a qualified lead is ndash MQLs and SQLs - if using the Sirius Decisions framework These things are critical to successrdquo
Craig Rosenberg ndash Co-founder TOPO
ldquoBecause 67 of the purchase process happens before the buyer talks to a person marketing needs to be able to measure and score leads and understand attribution Understanding what metrics to measure and data to track is importantrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
copyTrustRadius Inc 2014Page 11 of 46
IncludedOmitted ProductsIn this Buyerrsquos Guide we include Marketing Automation tools that offer integrated capabilities for demand generation (including email campaign management landing pages lead scoring etc) and which have also been reviewed by end-users on TrustRadiuscom Some covered solutions (HubSpot and Act-On for example) also include ldquoinbound marketingrdquo capabilities such as support for SEO (search engine optimization) social media publishing etc One product Infusionsoft also includes basic CRM capabilities Others (eg Aprimo Unica) include capabilities for MRM (Marketing Resource Management)
We omit products that focus on one discrete aspect of marketing automation eg just landing page management We also omit products that have fewer than three reviews within a given market segment
For a broader list of Marketing Automation products visit our Marketing Automation page on TrustRadiuscom
Market Segmentation ApproachAs Marketing Automation needs are quite diverse it does not make sense to compare all products in one chart Historically most Marketing Automation solutions have focused on different market segments most often defined by organizational scale and an associated complexity of requirements Some vendors span segments or have distinct offerings for them such as Marketo which targets its Spark offering to smaller businesses Others (like Infusionsoft) are very focused on one market segment - small businesses
TrustRadius segments the market by the size of the company that the product serves
raquo Small Businesses 1-50 employees
raquo Mid-Size Companies 51-500 employees
raquo Enterprises gt500 employees
Some smaller companies are exceptions to this segment generalization and run complex demand generation programs that are usually associated with larger companies Conversely some larger organizations may have simpler needs that are easily addressed using products designed primarily for smaller companies In some instances those solutions are utilized by a single department within a larger company
The Best Marketing Automation Products by Market Segment
Page 12 of 46copyTrustRadius Inc 2014
Best Marketing Automation Products by Market Segment Introducing the TrustMaptrade
ldquoBestrdquo is a highly subjective term Selecting the right product requires prioritizing your requirements and determining which products address them While ratings are a broad indicator of sentiment it is critical to look beyond them to properly find the best match for your particular needs When using product reviews as part of your evaluation focus on those users whose needs most closely mirror your own learn about the context in which the product is being used and read multiple reviews to get a better idea of a productrsquos specific pros and cons You can filter reviews on TrustRadiuscom using variables such as company size industry role and more You can also use our side-by-side comparison tool to easily view multiple user opinions on key questions
To help narrow your choices we have created the TrustMaptrade - a visual depiction of the best software products as rated by users within each market segment The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group Each TrustMaptrade depicts Marketing Automation products on two dimensions
1 User Ratings ndash based on the average ldquoLikelihood to Recommendrdquo score by customers within that company size segment These ratings reflect user perception of the product as a whole and not to specific features In this analysis we present user ratings on a 1-5 scale All ratings and reviews come from authenticated end-users of the software
2 Segment Focus ndash the percentage of customers within that segment band derived from the mix of reviews on TrustRadiuscom While this is not a precise measure of a productrsquos user base it can serve as a useful proxy for a productrsquos market focus This approach penalizes companies with offerings that broadly span segments so we also present estimated customer counts by segment derived again based upon their review mix and publically available data or estimates of total customer counts Products with fewer than three reviews in a given segment are excluded
We also draw lines for the average User Rating and Segment Focus within that segment in order to create a quadrant We designate products in the upper right hand side of the quadrant that are at or above average for both User Rating and Segment Focus as ldquoBest Productsrdquo for that segment Products that have a User Rating at or above the average for the segment but a below-average Segment Focus are labelled ldquoStrong Performersrdquo
The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group
Page 13 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Small Businesses (lt50 employees)
Marketing Automation TrustMaptrade for Small Businesses
TM
Small Business Segment Focus(Percent of Customers in Small Business Segment)
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50BEST PRODUCTSSTRONG PERFORMERS
Average 48
Average 43
Most Marketing Automation products are quite positively rated by small businesses (receiving at least a 4 out of 5 rating) The average User Rating for Marketing Automation solutions in the small business segment is 43 out of 5 which is higher than the average in the small-medium enterprise and large enterprise segments
The average Segment Focus among vendors serving small business segment is 48 and there are 4 vendors at or above this level - CallidusCloud Marketing Automation (formerly Leadformix) Infusionsoft HubSpot and Act-On
Page 14 of 46copyTrustRadius Inc 2014
Factoring these two attributes The Best Marketing Automation Products for Small Businesses are
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
HubSpot 48 69 7311
Act-On 47 53 1166
Infusionsoft 43 96 18240
Percent of clients that are small businesses as indicated by the mix of reviews on TrustRadius
The choice of which solution is right for you is highly dependent on what is most important for you For example while Infusionsoft receives a lower average user rating than HubSpot and Act-On it is unique because it incorporates light-weight CRM and e-commerce capabilities For more information visit the individual product sections of this guide and read reviews for each product on TrustRadius
There are a number of positively rated Marketing Automation products that donrsquot have quite the same focus on the Small Business segment These are designated as (Strong Performers in Marketing Automation for Small Business on the TrustMaptrade
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
Pardot 46 21 315
Oracle Eloqua 48 6 92
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Small Businesses
Page 15 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
Marketing Automation TrustMaptrade for Mid-Size Companies
TM
Mid-Size Company Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 41
BEST PRODUCTS
Average 39
(Percent of Customers in Mid-Size Company Segment)
The average rating for Marketing Automation products in the Mid-Size Company segment is 39 out of 5 (versus 43 out of 5 for the Small Business segment) This pattern fits within a larger trend that we often see on TrustRadiuscom - as you move up-market and solutions become more complex and user requirements more demanding average ratings tend to decline
Page 16 of 46copyTrustRadius Inc 2014
The average segment focus among vendors serving the Mid-Size Company segment is 41 Factoring both user ratings and market focus the Best Marketing Automation Products for Mid-Sized companies are
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Marketo 42 60 1801
Pardot (Salesforce) 40 58 864
Percent of clients that are Mid-Sized Companies as indicated by the mix of reviews on TrustRadius
Additionally the following vendors are Strong Performers in Marketing Automation for Mid-Size companies highly rated yet have a below average concentration of customers in the Mid-Size Company
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Act-On 43 35 770
Eloqua 40 35 525
HubSpot 46 25 2679
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Mid-Size Companies
Page 17 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Enterprises (gt500 employees)
Marketing Automation TrustMaptrade for Enterprises
TM
Enterprise Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 46
BEST PRODUCTS
Average 38
(Percent of Customers in Enterprise Segment)
The average rating for Enterprise Marketing Automation products is 38 out of 5 (compared to 39 for Mid-Size Companies and 43 for Small Businesses) The average enterprise customer focus is 46 There are several solutions designed exclusively or largely for large enterprises and among them all Oraclersquos Eloqua is the clear winner and the Best Product for Enterprise Marketing Automation
PRODUCT AVG ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Oracle Eloqua 44 59 870
Percentage of Enterprise clients as indicated by the mix of reviews on TrustRadius
Page 18 of 46copyTrustRadius Inc 2014
There are four Strong Performers in the Enterprise segment (highly rated by customers but with smaller proportions of them in the Enterprise segment) that are worth evaluating depending on your requirements
PRODUCT ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Pardot (Salesforce) 39 21 318
Marketo 39 15 450
Act-On 47 13 282
HubSpot 44 6 609
raquo Pardot - Any company that is heavily reliant on Salesforcecom as a CRM would be wise to also evaluate Pardot given their recent acquisition by Salesforcecom Pardot scores quite favorably among Enterprise customers although its campaign management feature set is not as robust as those of Eloqua or Marketo Read more about the proscons of Pardot and a management interview about their plans for integration with Salesforcecom in the Pardot product section
raquo Marketo is rapidly building additional enterprise-oriented capabilities including Marketing Resource Management (MRM) We have also heard from several consultants serving large accounts who have seen success with Marketo It is the most frequently compared product with Eloqua with 59 of those evaluating Eloqua also evaluating Marketo (see Comparison Ring below)
raquo Act-On is used by a number of large Enterprises most often as a departmental solution It is generally not considered a suitable choice for centralized marketing operations at a large enterprise
raquo HubSpot also has a large number of Enterprise accounts and is very positively rated within this segment In some cases HubSpot is used in conjunction with other marketing automation solutions like Marketo
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Ring for Eloqua ndash Best Product in Enterprise Marketing Automation
copyTrustRadius Inc 2014Page 19 of 46
Act-On Ratings amp User FeedbackAct-On provides a cloud-based integrated Marketing Automation platform that enables small to medium sized businesses and departments of large enterprises to effectively acquire customers build loyalty and expand their relationships with these customers Act-Onrsquos technology features an intuitive user interface and includes an email engine with integration to leading web conferencing and CRM solutions tools for website visitor tracking lead scoring lead nurturing and social media prospecting design tools for web forms landing pages and emails inbound tools for SEO Google AdWords tracking and blog integration Act-On is a privately held company and has raised $74 million in venture capital to date including $42 million announced on April 15th 2014 Act-Ons Founder CEO was the co-founder and CTO of the marketing solutions provider Responsys
Company status Private
2013 revenue estimate $31 million
Growth 2012-13 215
Customers 2200
Employees 261
2012 revenue $10m (httpwwwforbescomcompaniesact-on-software) interview with TrustRadius indicated growth of 215 Interview with TrustRadius LinkedIn employees listed
Product Ratings amp User Feedback
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 10 of 46copyTrustRadius Inc 2014
5 Re-Think Your MetricsMarketing organizations are often stuck in the past concentrating on metrics like open and click rates for emails but not tying their campaigns back to revenue Beyond agreeing on the right metrics to track itrsquos also important to ensure therersquos consensus on their definition
ldquoToday best-in-class organizations focus on MQLs and SALs and look at velocity of movement and conversion rate in the funnel Itrsquos all tied back to revenuerdquo
Lauren Goldstein ndash VP Strategy amp Partnerships Babcock amp Jenkins
ldquoThey have a hard time proving value as they cannot tie to revenue Many only can do last-touch attribution They lose visibility once a lead moves into the sales realm Marketing is often removed once it goes into sales which is a mistake Therersquos no continuous threadrdquo
Ardath Albee ndash CEO Marketing Interactions
ldquoThe big thing is defining what a qualified lead is ndash MQLs and SQLs - if using the Sirius Decisions framework These things are critical to successrdquo
Craig Rosenberg ndash Co-founder TOPO
ldquoBecause 67 of the purchase process happens before the buyer talks to a person marketing needs to be able to measure and score leads and understand attribution Understanding what metrics to measure and data to track is importantrdquo
Brian Hansford ndash Director of Client Services Heinz Marketing
copyTrustRadius Inc 2014Page 11 of 46
IncludedOmitted ProductsIn this Buyerrsquos Guide we include Marketing Automation tools that offer integrated capabilities for demand generation (including email campaign management landing pages lead scoring etc) and which have also been reviewed by end-users on TrustRadiuscom Some covered solutions (HubSpot and Act-On for example) also include ldquoinbound marketingrdquo capabilities such as support for SEO (search engine optimization) social media publishing etc One product Infusionsoft also includes basic CRM capabilities Others (eg Aprimo Unica) include capabilities for MRM (Marketing Resource Management)
We omit products that focus on one discrete aspect of marketing automation eg just landing page management We also omit products that have fewer than three reviews within a given market segment
For a broader list of Marketing Automation products visit our Marketing Automation page on TrustRadiuscom
Market Segmentation ApproachAs Marketing Automation needs are quite diverse it does not make sense to compare all products in one chart Historically most Marketing Automation solutions have focused on different market segments most often defined by organizational scale and an associated complexity of requirements Some vendors span segments or have distinct offerings for them such as Marketo which targets its Spark offering to smaller businesses Others (like Infusionsoft) are very focused on one market segment - small businesses
TrustRadius segments the market by the size of the company that the product serves
raquo Small Businesses 1-50 employees
raquo Mid-Size Companies 51-500 employees
raquo Enterprises gt500 employees
Some smaller companies are exceptions to this segment generalization and run complex demand generation programs that are usually associated with larger companies Conversely some larger organizations may have simpler needs that are easily addressed using products designed primarily for smaller companies In some instances those solutions are utilized by a single department within a larger company
The Best Marketing Automation Products by Market Segment
Page 12 of 46copyTrustRadius Inc 2014
Best Marketing Automation Products by Market Segment Introducing the TrustMaptrade
ldquoBestrdquo is a highly subjective term Selecting the right product requires prioritizing your requirements and determining which products address them While ratings are a broad indicator of sentiment it is critical to look beyond them to properly find the best match for your particular needs When using product reviews as part of your evaluation focus on those users whose needs most closely mirror your own learn about the context in which the product is being used and read multiple reviews to get a better idea of a productrsquos specific pros and cons You can filter reviews on TrustRadiuscom using variables such as company size industry role and more You can also use our side-by-side comparison tool to easily view multiple user opinions on key questions
To help narrow your choices we have created the TrustMaptrade - a visual depiction of the best software products as rated by users within each market segment The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group Each TrustMaptrade depicts Marketing Automation products on two dimensions
1 User Ratings ndash based on the average ldquoLikelihood to Recommendrdquo score by customers within that company size segment These ratings reflect user perception of the product as a whole and not to specific features In this analysis we present user ratings on a 1-5 scale All ratings and reviews come from authenticated end-users of the software
2 Segment Focus ndash the percentage of customers within that segment band derived from the mix of reviews on TrustRadiuscom While this is not a precise measure of a productrsquos user base it can serve as a useful proxy for a productrsquos market focus This approach penalizes companies with offerings that broadly span segments so we also present estimated customer counts by segment derived again based upon their review mix and publically available data or estimates of total customer counts Products with fewer than three reviews in a given segment are excluded
We also draw lines for the average User Rating and Segment Focus within that segment in order to create a quadrant We designate products in the upper right hand side of the quadrant that are at or above average for both User Rating and Segment Focus as ldquoBest Productsrdquo for that segment Products that have a User Rating at or above the average for the segment but a below-average Segment Focus are labelled ldquoStrong Performersrdquo
The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group
Page 13 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Small Businesses (lt50 employees)
Marketing Automation TrustMaptrade for Small Businesses
TM
Small Business Segment Focus(Percent of Customers in Small Business Segment)
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50BEST PRODUCTSSTRONG PERFORMERS
Average 48
Average 43
Most Marketing Automation products are quite positively rated by small businesses (receiving at least a 4 out of 5 rating) The average User Rating for Marketing Automation solutions in the small business segment is 43 out of 5 which is higher than the average in the small-medium enterprise and large enterprise segments
The average Segment Focus among vendors serving small business segment is 48 and there are 4 vendors at or above this level - CallidusCloud Marketing Automation (formerly Leadformix) Infusionsoft HubSpot and Act-On
Page 14 of 46copyTrustRadius Inc 2014
Factoring these two attributes The Best Marketing Automation Products for Small Businesses are
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
HubSpot 48 69 7311
Act-On 47 53 1166
Infusionsoft 43 96 18240
Percent of clients that are small businesses as indicated by the mix of reviews on TrustRadius
The choice of which solution is right for you is highly dependent on what is most important for you For example while Infusionsoft receives a lower average user rating than HubSpot and Act-On it is unique because it incorporates light-weight CRM and e-commerce capabilities For more information visit the individual product sections of this guide and read reviews for each product on TrustRadius
There are a number of positively rated Marketing Automation products that donrsquot have quite the same focus on the Small Business segment These are designated as (Strong Performers in Marketing Automation for Small Business on the TrustMaptrade
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
Pardot 46 21 315
Oracle Eloqua 48 6 92
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Small Businesses
Page 15 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
Marketing Automation TrustMaptrade for Mid-Size Companies
TM
Mid-Size Company Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 41
BEST PRODUCTS
Average 39
(Percent of Customers in Mid-Size Company Segment)
The average rating for Marketing Automation products in the Mid-Size Company segment is 39 out of 5 (versus 43 out of 5 for the Small Business segment) This pattern fits within a larger trend that we often see on TrustRadiuscom - as you move up-market and solutions become more complex and user requirements more demanding average ratings tend to decline
Page 16 of 46copyTrustRadius Inc 2014
The average segment focus among vendors serving the Mid-Size Company segment is 41 Factoring both user ratings and market focus the Best Marketing Automation Products for Mid-Sized companies are
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Marketo 42 60 1801
Pardot (Salesforce) 40 58 864
Percent of clients that are Mid-Sized Companies as indicated by the mix of reviews on TrustRadius
Additionally the following vendors are Strong Performers in Marketing Automation for Mid-Size companies highly rated yet have a below average concentration of customers in the Mid-Size Company
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Act-On 43 35 770
Eloqua 40 35 525
HubSpot 46 25 2679
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Mid-Size Companies
Page 17 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Enterprises (gt500 employees)
Marketing Automation TrustMaptrade for Enterprises
TM
Enterprise Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 46
BEST PRODUCTS
Average 38
(Percent of Customers in Enterprise Segment)
The average rating for Enterprise Marketing Automation products is 38 out of 5 (compared to 39 for Mid-Size Companies and 43 for Small Businesses) The average enterprise customer focus is 46 There are several solutions designed exclusively or largely for large enterprises and among them all Oraclersquos Eloqua is the clear winner and the Best Product for Enterprise Marketing Automation
PRODUCT AVG ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Oracle Eloqua 44 59 870
Percentage of Enterprise clients as indicated by the mix of reviews on TrustRadius
Page 18 of 46copyTrustRadius Inc 2014
There are four Strong Performers in the Enterprise segment (highly rated by customers but with smaller proportions of them in the Enterprise segment) that are worth evaluating depending on your requirements
PRODUCT ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Pardot (Salesforce) 39 21 318
Marketo 39 15 450
Act-On 47 13 282
HubSpot 44 6 609
raquo Pardot - Any company that is heavily reliant on Salesforcecom as a CRM would be wise to also evaluate Pardot given their recent acquisition by Salesforcecom Pardot scores quite favorably among Enterprise customers although its campaign management feature set is not as robust as those of Eloqua or Marketo Read more about the proscons of Pardot and a management interview about their plans for integration with Salesforcecom in the Pardot product section
raquo Marketo is rapidly building additional enterprise-oriented capabilities including Marketing Resource Management (MRM) We have also heard from several consultants serving large accounts who have seen success with Marketo It is the most frequently compared product with Eloqua with 59 of those evaluating Eloqua also evaluating Marketo (see Comparison Ring below)
raquo Act-On is used by a number of large Enterprises most often as a departmental solution It is generally not considered a suitable choice for centralized marketing operations at a large enterprise
raquo HubSpot also has a large number of Enterprise accounts and is very positively rated within this segment In some cases HubSpot is used in conjunction with other marketing automation solutions like Marketo
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Ring for Eloqua ndash Best Product in Enterprise Marketing Automation
copyTrustRadius Inc 2014Page 19 of 46
Act-On Ratings amp User FeedbackAct-On provides a cloud-based integrated Marketing Automation platform that enables small to medium sized businesses and departments of large enterprises to effectively acquire customers build loyalty and expand their relationships with these customers Act-Onrsquos technology features an intuitive user interface and includes an email engine with integration to leading web conferencing and CRM solutions tools for website visitor tracking lead scoring lead nurturing and social media prospecting design tools for web forms landing pages and emails inbound tools for SEO Google AdWords tracking and blog integration Act-On is a privately held company and has raised $74 million in venture capital to date including $42 million announced on April 15th 2014 Act-Ons Founder CEO was the co-founder and CTO of the marketing solutions provider Responsys
Company status Private
2013 revenue estimate $31 million
Growth 2012-13 215
Customers 2200
Employees 261
2012 revenue $10m (httpwwwforbescomcompaniesact-on-software) interview with TrustRadius indicated growth of 215 Interview with TrustRadius LinkedIn employees listed
Product Ratings amp User Feedback
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
copyTrustRadius Inc 2014Page 11 of 46
IncludedOmitted ProductsIn this Buyerrsquos Guide we include Marketing Automation tools that offer integrated capabilities for demand generation (including email campaign management landing pages lead scoring etc) and which have also been reviewed by end-users on TrustRadiuscom Some covered solutions (HubSpot and Act-On for example) also include ldquoinbound marketingrdquo capabilities such as support for SEO (search engine optimization) social media publishing etc One product Infusionsoft also includes basic CRM capabilities Others (eg Aprimo Unica) include capabilities for MRM (Marketing Resource Management)
We omit products that focus on one discrete aspect of marketing automation eg just landing page management We also omit products that have fewer than three reviews within a given market segment
For a broader list of Marketing Automation products visit our Marketing Automation page on TrustRadiuscom
Market Segmentation ApproachAs Marketing Automation needs are quite diverse it does not make sense to compare all products in one chart Historically most Marketing Automation solutions have focused on different market segments most often defined by organizational scale and an associated complexity of requirements Some vendors span segments or have distinct offerings for them such as Marketo which targets its Spark offering to smaller businesses Others (like Infusionsoft) are very focused on one market segment - small businesses
TrustRadius segments the market by the size of the company that the product serves
raquo Small Businesses 1-50 employees
raquo Mid-Size Companies 51-500 employees
raquo Enterprises gt500 employees
Some smaller companies are exceptions to this segment generalization and run complex demand generation programs that are usually associated with larger companies Conversely some larger organizations may have simpler needs that are easily addressed using products designed primarily for smaller companies In some instances those solutions are utilized by a single department within a larger company
The Best Marketing Automation Products by Market Segment
Page 12 of 46copyTrustRadius Inc 2014
Best Marketing Automation Products by Market Segment Introducing the TrustMaptrade
ldquoBestrdquo is a highly subjective term Selecting the right product requires prioritizing your requirements and determining which products address them While ratings are a broad indicator of sentiment it is critical to look beyond them to properly find the best match for your particular needs When using product reviews as part of your evaluation focus on those users whose needs most closely mirror your own learn about the context in which the product is being used and read multiple reviews to get a better idea of a productrsquos specific pros and cons You can filter reviews on TrustRadiuscom using variables such as company size industry role and more You can also use our side-by-side comparison tool to easily view multiple user opinions on key questions
To help narrow your choices we have created the TrustMaptrade - a visual depiction of the best software products as rated by users within each market segment The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group Each TrustMaptrade depicts Marketing Automation products on two dimensions
1 User Ratings ndash based on the average ldquoLikelihood to Recommendrdquo score by customers within that company size segment These ratings reflect user perception of the product as a whole and not to specific features In this analysis we present user ratings on a 1-5 scale All ratings and reviews come from authenticated end-users of the software
2 Segment Focus ndash the percentage of customers within that segment band derived from the mix of reviews on TrustRadiuscom While this is not a precise measure of a productrsquos user base it can serve as a useful proxy for a productrsquos market focus This approach penalizes companies with offerings that broadly span segments so we also present estimated customer counts by segment derived again based upon their review mix and publically available data or estimates of total customer counts Products with fewer than three reviews in a given segment are excluded
We also draw lines for the average User Rating and Segment Focus within that segment in order to create a quadrant We designate products in the upper right hand side of the quadrant that are at or above average for both User Rating and Segment Focus as ldquoBest Productsrdquo for that segment Products that have a User Rating at or above the average for the segment but a below-average Segment Focus are labelled ldquoStrong Performersrdquo
The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group
Page 13 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Small Businesses (lt50 employees)
Marketing Automation TrustMaptrade for Small Businesses
TM
Small Business Segment Focus(Percent of Customers in Small Business Segment)
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50BEST PRODUCTSSTRONG PERFORMERS
Average 48
Average 43
Most Marketing Automation products are quite positively rated by small businesses (receiving at least a 4 out of 5 rating) The average User Rating for Marketing Automation solutions in the small business segment is 43 out of 5 which is higher than the average in the small-medium enterprise and large enterprise segments
The average Segment Focus among vendors serving small business segment is 48 and there are 4 vendors at or above this level - CallidusCloud Marketing Automation (formerly Leadformix) Infusionsoft HubSpot and Act-On
Page 14 of 46copyTrustRadius Inc 2014
Factoring these two attributes The Best Marketing Automation Products for Small Businesses are
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
HubSpot 48 69 7311
Act-On 47 53 1166
Infusionsoft 43 96 18240
Percent of clients that are small businesses as indicated by the mix of reviews on TrustRadius
The choice of which solution is right for you is highly dependent on what is most important for you For example while Infusionsoft receives a lower average user rating than HubSpot and Act-On it is unique because it incorporates light-weight CRM and e-commerce capabilities For more information visit the individual product sections of this guide and read reviews for each product on TrustRadius
There are a number of positively rated Marketing Automation products that donrsquot have quite the same focus on the Small Business segment These are designated as (Strong Performers in Marketing Automation for Small Business on the TrustMaptrade
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
Pardot 46 21 315
Oracle Eloqua 48 6 92
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Small Businesses
Page 15 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
Marketing Automation TrustMaptrade for Mid-Size Companies
TM
Mid-Size Company Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 41
BEST PRODUCTS
Average 39
(Percent of Customers in Mid-Size Company Segment)
The average rating for Marketing Automation products in the Mid-Size Company segment is 39 out of 5 (versus 43 out of 5 for the Small Business segment) This pattern fits within a larger trend that we often see on TrustRadiuscom - as you move up-market and solutions become more complex and user requirements more demanding average ratings tend to decline
Page 16 of 46copyTrustRadius Inc 2014
The average segment focus among vendors serving the Mid-Size Company segment is 41 Factoring both user ratings and market focus the Best Marketing Automation Products for Mid-Sized companies are
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Marketo 42 60 1801
Pardot (Salesforce) 40 58 864
Percent of clients that are Mid-Sized Companies as indicated by the mix of reviews on TrustRadius
Additionally the following vendors are Strong Performers in Marketing Automation for Mid-Size companies highly rated yet have a below average concentration of customers in the Mid-Size Company
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Act-On 43 35 770
Eloqua 40 35 525
HubSpot 46 25 2679
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Mid-Size Companies
Page 17 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Enterprises (gt500 employees)
Marketing Automation TrustMaptrade for Enterprises
TM
Enterprise Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 46
BEST PRODUCTS
Average 38
(Percent of Customers in Enterprise Segment)
The average rating for Enterprise Marketing Automation products is 38 out of 5 (compared to 39 for Mid-Size Companies and 43 for Small Businesses) The average enterprise customer focus is 46 There are several solutions designed exclusively or largely for large enterprises and among them all Oraclersquos Eloqua is the clear winner and the Best Product for Enterprise Marketing Automation
PRODUCT AVG ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Oracle Eloqua 44 59 870
Percentage of Enterprise clients as indicated by the mix of reviews on TrustRadius
Page 18 of 46copyTrustRadius Inc 2014
There are four Strong Performers in the Enterprise segment (highly rated by customers but with smaller proportions of them in the Enterprise segment) that are worth evaluating depending on your requirements
PRODUCT ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Pardot (Salesforce) 39 21 318
Marketo 39 15 450
Act-On 47 13 282
HubSpot 44 6 609
raquo Pardot - Any company that is heavily reliant on Salesforcecom as a CRM would be wise to also evaluate Pardot given their recent acquisition by Salesforcecom Pardot scores quite favorably among Enterprise customers although its campaign management feature set is not as robust as those of Eloqua or Marketo Read more about the proscons of Pardot and a management interview about their plans for integration with Salesforcecom in the Pardot product section
raquo Marketo is rapidly building additional enterprise-oriented capabilities including Marketing Resource Management (MRM) We have also heard from several consultants serving large accounts who have seen success with Marketo It is the most frequently compared product with Eloqua with 59 of those evaluating Eloqua also evaluating Marketo (see Comparison Ring below)
raquo Act-On is used by a number of large Enterprises most often as a departmental solution It is generally not considered a suitable choice for centralized marketing operations at a large enterprise
raquo HubSpot also has a large number of Enterprise accounts and is very positively rated within this segment In some cases HubSpot is used in conjunction with other marketing automation solutions like Marketo
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Ring for Eloqua ndash Best Product in Enterprise Marketing Automation
copyTrustRadius Inc 2014Page 19 of 46
Act-On Ratings amp User FeedbackAct-On provides a cloud-based integrated Marketing Automation platform that enables small to medium sized businesses and departments of large enterprises to effectively acquire customers build loyalty and expand their relationships with these customers Act-Onrsquos technology features an intuitive user interface and includes an email engine with integration to leading web conferencing and CRM solutions tools for website visitor tracking lead scoring lead nurturing and social media prospecting design tools for web forms landing pages and emails inbound tools for SEO Google AdWords tracking and blog integration Act-On is a privately held company and has raised $74 million in venture capital to date including $42 million announced on April 15th 2014 Act-Ons Founder CEO was the co-founder and CTO of the marketing solutions provider Responsys
Company status Private
2013 revenue estimate $31 million
Growth 2012-13 215
Customers 2200
Employees 261
2012 revenue $10m (httpwwwforbescomcompaniesact-on-software) interview with TrustRadius indicated growth of 215 Interview with TrustRadius LinkedIn employees listed
Product Ratings amp User Feedback
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 12 of 46copyTrustRadius Inc 2014
Best Marketing Automation Products by Market Segment Introducing the TrustMaptrade
ldquoBestrdquo is a highly subjective term Selecting the right product requires prioritizing your requirements and determining which products address them While ratings are a broad indicator of sentiment it is critical to look beyond them to properly find the best match for your particular needs When using product reviews as part of your evaluation focus on those users whose needs most closely mirror your own learn about the context in which the product is being used and read multiple reviews to get a better idea of a productrsquos specific pros and cons You can filter reviews on TrustRadiuscom using variables such as company size industry role and more You can also use our side-by-side comparison tool to easily view multiple user opinions on key questions
To help narrow your choices we have created the TrustMaptrade - a visual depiction of the best software products as rated by users within each market segment The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group Each TrustMaptrade depicts Marketing Automation products on two dimensions
1 User Ratings ndash based on the average ldquoLikelihood to Recommendrdquo score by customers within that company size segment These ratings reflect user perception of the product as a whole and not to specific features In this analysis we present user ratings on a 1-5 scale All ratings and reviews come from authenticated end-users of the software
2 Segment Focus ndash the percentage of customers within that segment band derived from the mix of reviews on TrustRadiuscom While this is not a precise measure of a productrsquos user base it can serve as a useful proxy for a productrsquos market focus This approach penalizes companies with offerings that broadly span segments so we also present estimated customer counts by segment derived again based upon their review mix and publically available data or estimates of total customer counts Products with fewer than three reviews in a given segment are excluded
We also draw lines for the average User Rating and Segment Focus within that segment in order to create a quadrant We designate products in the upper right hand side of the quadrant that are at or above average for both User Rating and Segment Focus as ldquoBest Productsrdquo for that segment Products that have a User Rating at or above the average for the segment but a below-average Segment Focus are labelled ldquoStrong Performersrdquo
The TrustMaptrade quickly helps Marketing Automation software buyers at all levels - small businesses mid-size companies and enterprises - identify the solutions most closely aligned to their needs and most highly rated by their direct peer group
Page 13 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Small Businesses (lt50 employees)
Marketing Automation TrustMaptrade for Small Businesses
TM
Small Business Segment Focus(Percent of Customers in Small Business Segment)
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50BEST PRODUCTSSTRONG PERFORMERS
Average 48
Average 43
Most Marketing Automation products are quite positively rated by small businesses (receiving at least a 4 out of 5 rating) The average User Rating for Marketing Automation solutions in the small business segment is 43 out of 5 which is higher than the average in the small-medium enterprise and large enterprise segments
The average Segment Focus among vendors serving small business segment is 48 and there are 4 vendors at or above this level - CallidusCloud Marketing Automation (formerly Leadformix) Infusionsoft HubSpot and Act-On
Page 14 of 46copyTrustRadius Inc 2014
Factoring these two attributes The Best Marketing Automation Products for Small Businesses are
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
HubSpot 48 69 7311
Act-On 47 53 1166
Infusionsoft 43 96 18240
Percent of clients that are small businesses as indicated by the mix of reviews on TrustRadius
The choice of which solution is right for you is highly dependent on what is most important for you For example while Infusionsoft receives a lower average user rating than HubSpot and Act-On it is unique because it incorporates light-weight CRM and e-commerce capabilities For more information visit the individual product sections of this guide and read reviews for each product on TrustRadius
There are a number of positively rated Marketing Automation products that donrsquot have quite the same focus on the Small Business segment These are designated as (Strong Performers in Marketing Automation for Small Business on the TrustMaptrade
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
Pardot 46 21 315
Oracle Eloqua 48 6 92
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Small Businesses
Page 15 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
Marketing Automation TrustMaptrade for Mid-Size Companies
TM
Mid-Size Company Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 41
BEST PRODUCTS
Average 39
(Percent of Customers in Mid-Size Company Segment)
The average rating for Marketing Automation products in the Mid-Size Company segment is 39 out of 5 (versus 43 out of 5 for the Small Business segment) This pattern fits within a larger trend that we often see on TrustRadiuscom - as you move up-market and solutions become more complex and user requirements more demanding average ratings tend to decline
Page 16 of 46copyTrustRadius Inc 2014
The average segment focus among vendors serving the Mid-Size Company segment is 41 Factoring both user ratings and market focus the Best Marketing Automation Products for Mid-Sized companies are
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Marketo 42 60 1801
Pardot (Salesforce) 40 58 864
Percent of clients that are Mid-Sized Companies as indicated by the mix of reviews on TrustRadius
Additionally the following vendors are Strong Performers in Marketing Automation for Mid-Size companies highly rated yet have a below average concentration of customers in the Mid-Size Company
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Act-On 43 35 770
Eloqua 40 35 525
HubSpot 46 25 2679
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Mid-Size Companies
Page 17 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Enterprises (gt500 employees)
Marketing Automation TrustMaptrade for Enterprises
TM
Enterprise Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 46
BEST PRODUCTS
Average 38
(Percent of Customers in Enterprise Segment)
The average rating for Enterprise Marketing Automation products is 38 out of 5 (compared to 39 for Mid-Size Companies and 43 for Small Businesses) The average enterprise customer focus is 46 There are several solutions designed exclusively or largely for large enterprises and among them all Oraclersquos Eloqua is the clear winner and the Best Product for Enterprise Marketing Automation
PRODUCT AVG ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Oracle Eloqua 44 59 870
Percentage of Enterprise clients as indicated by the mix of reviews on TrustRadius
Page 18 of 46copyTrustRadius Inc 2014
There are four Strong Performers in the Enterprise segment (highly rated by customers but with smaller proportions of them in the Enterprise segment) that are worth evaluating depending on your requirements
PRODUCT ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Pardot (Salesforce) 39 21 318
Marketo 39 15 450
Act-On 47 13 282
HubSpot 44 6 609
raquo Pardot - Any company that is heavily reliant on Salesforcecom as a CRM would be wise to also evaluate Pardot given their recent acquisition by Salesforcecom Pardot scores quite favorably among Enterprise customers although its campaign management feature set is not as robust as those of Eloqua or Marketo Read more about the proscons of Pardot and a management interview about their plans for integration with Salesforcecom in the Pardot product section
raquo Marketo is rapidly building additional enterprise-oriented capabilities including Marketing Resource Management (MRM) We have also heard from several consultants serving large accounts who have seen success with Marketo It is the most frequently compared product with Eloqua with 59 of those evaluating Eloqua also evaluating Marketo (see Comparison Ring below)
raquo Act-On is used by a number of large Enterprises most often as a departmental solution It is generally not considered a suitable choice for centralized marketing operations at a large enterprise
raquo HubSpot also has a large number of Enterprise accounts and is very positively rated within this segment In some cases HubSpot is used in conjunction with other marketing automation solutions like Marketo
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Ring for Eloqua ndash Best Product in Enterprise Marketing Automation
copyTrustRadius Inc 2014Page 19 of 46
Act-On Ratings amp User FeedbackAct-On provides a cloud-based integrated Marketing Automation platform that enables small to medium sized businesses and departments of large enterprises to effectively acquire customers build loyalty and expand their relationships with these customers Act-Onrsquos technology features an intuitive user interface and includes an email engine with integration to leading web conferencing and CRM solutions tools for website visitor tracking lead scoring lead nurturing and social media prospecting design tools for web forms landing pages and emails inbound tools for SEO Google AdWords tracking and blog integration Act-On is a privately held company and has raised $74 million in venture capital to date including $42 million announced on April 15th 2014 Act-Ons Founder CEO was the co-founder and CTO of the marketing solutions provider Responsys
Company status Private
2013 revenue estimate $31 million
Growth 2012-13 215
Customers 2200
Employees 261
2012 revenue $10m (httpwwwforbescomcompaniesact-on-software) interview with TrustRadius indicated growth of 215 Interview with TrustRadius LinkedIn employees listed
Product Ratings amp User Feedback
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 13 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Small Businesses (lt50 employees)
Marketing Automation TrustMaptrade for Small Businesses
TM
Small Business Segment Focus(Percent of Customers in Small Business Segment)
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50BEST PRODUCTSSTRONG PERFORMERS
Average 48
Average 43
Most Marketing Automation products are quite positively rated by small businesses (receiving at least a 4 out of 5 rating) The average User Rating for Marketing Automation solutions in the small business segment is 43 out of 5 which is higher than the average in the small-medium enterprise and large enterprise segments
The average Segment Focus among vendors serving small business segment is 48 and there are 4 vendors at or above this level - CallidusCloud Marketing Automation (formerly Leadformix) Infusionsoft HubSpot and Act-On
Page 14 of 46copyTrustRadius Inc 2014
Factoring these two attributes The Best Marketing Automation Products for Small Businesses are
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
HubSpot 48 69 7311
Act-On 47 53 1166
Infusionsoft 43 96 18240
Percent of clients that are small businesses as indicated by the mix of reviews on TrustRadius
The choice of which solution is right for you is highly dependent on what is most important for you For example while Infusionsoft receives a lower average user rating than HubSpot and Act-On it is unique because it incorporates light-weight CRM and e-commerce capabilities For more information visit the individual product sections of this guide and read reviews for each product on TrustRadius
There are a number of positively rated Marketing Automation products that donrsquot have quite the same focus on the Small Business segment These are designated as (Strong Performers in Marketing Automation for Small Business on the TrustMaptrade
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
Pardot 46 21 315
Oracle Eloqua 48 6 92
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Small Businesses
Page 15 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
Marketing Automation TrustMaptrade for Mid-Size Companies
TM
Mid-Size Company Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 41
BEST PRODUCTS
Average 39
(Percent of Customers in Mid-Size Company Segment)
The average rating for Marketing Automation products in the Mid-Size Company segment is 39 out of 5 (versus 43 out of 5 for the Small Business segment) This pattern fits within a larger trend that we often see on TrustRadiuscom - as you move up-market and solutions become more complex and user requirements more demanding average ratings tend to decline
Page 16 of 46copyTrustRadius Inc 2014
The average segment focus among vendors serving the Mid-Size Company segment is 41 Factoring both user ratings and market focus the Best Marketing Automation Products for Mid-Sized companies are
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Marketo 42 60 1801
Pardot (Salesforce) 40 58 864
Percent of clients that are Mid-Sized Companies as indicated by the mix of reviews on TrustRadius
Additionally the following vendors are Strong Performers in Marketing Automation for Mid-Size companies highly rated yet have a below average concentration of customers in the Mid-Size Company
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Act-On 43 35 770
Eloqua 40 35 525
HubSpot 46 25 2679
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Mid-Size Companies
Page 17 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Enterprises (gt500 employees)
Marketing Automation TrustMaptrade for Enterprises
TM
Enterprise Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 46
BEST PRODUCTS
Average 38
(Percent of Customers in Enterprise Segment)
The average rating for Enterprise Marketing Automation products is 38 out of 5 (compared to 39 for Mid-Size Companies and 43 for Small Businesses) The average enterprise customer focus is 46 There are several solutions designed exclusively or largely for large enterprises and among them all Oraclersquos Eloqua is the clear winner and the Best Product for Enterprise Marketing Automation
PRODUCT AVG ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Oracle Eloqua 44 59 870
Percentage of Enterprise clients as indicated by the mix of reviews on TrustRadius
Page 18 of 46copyTrustRadius Inc 2014
There are four Strong Performers in the Enterprise segment (highly rated by customers but with smaller proportions of them in the Enterprise segment) that are worth evaluating depending on your requirements
PRODUCT ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Pardot (Salesforce) 39 21 318
Marketo 39 15 450
Act-On 47 13 282
HubSpot 44 6 609
raquo Pardot - Any company that is heavily reliant on Salesforcecom as a CRM would be wise to also evaluate Pardot given their recent acquisition by Salesforcecom Pardot scores quite favorably among Enterprise customers although its campaign management feature set is not as robust as those of Eloqua or Marketo Read more about the proscons of Pardot and a management interview about their plans for integration with Salesforcecom in the Pardot product section
raquo Marketo is rapidly building additional enterprise-oriented capabilities including Marketing Resource Management (MRM) We have also heard from several consultants serving large accounts who have seen success with Marketo It is the most frequently compared product with Eloqua with 59 of those evaluating Eloqua also evaluating Marketo (see Comparison Ring below)
raquo Act-On is used by a number of large Enterprises most often as a departmental solution It is generally not considered a suitable choice for centralized marketing operations at a large enterprise
raquo HubSpot also has a large number of Enterprise accounts and is very positively rated within this segment In some cases HubSpot is used in conjunction with other marketing automation solutions like Marketo
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Ring for Eloqua ndash Best Product in Enterprise Marketing Automation
copyTrustRadius Inc 2014Page 19 of 46
Act-On Ratings amp User FeedbackAct-On provides a cloud-based integrated Marketing Automation platform that enables small to medium sized businesses and departments of large enterprises to effectively acquire customers build loyalty and expand their relationships with these customers Act-Onrsquos technology features an intuitive user interface and includes an email engine with integration to leading web conferencing and CRM solutions tools for website visitor tracking lead scoring lead nurturing and social media prospecting design tools for web forms landing pages and emails inbound tools for SEO Google AdWords tracking and blog integration Act-On is a privately held company and has raised $74 million in venture capital to date including $42 million announced on April 15th 2014 Act-Ons Founder CEO was the co-founder and CTO of the marketing solutions provider Responsys
Company status Private
2013 revenue estimate $31 million
Growth 2012-13 215
Customers 2200
Employees 261
2012 revenue $10m (httpwwwforbescomcompaniesact-on-software) interview with TrustRadius indicated growth of 215 Interview with TrustRadius LinkedIn employees listed
Product Ratings amp User Feedback
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 14 of 46copyTrustRadius Inc 2014
Factoring these two attributes The Best Marketing Automation Products for Small Businesses are
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
HubSpot 48 69 7311
Act-On 47 53 1166
Infusionsoft 43 96 18240
Percent of clients that are small businesses as indicated by the mix of reviews on TrustRadius
The choice of which solution is right for you is highly dependent on what is most important for you For example while Infusionsoft receives a lower average user rating than HubSpot and Act-On it is unique because it incorporates light-weight CRM and e-commerce capabilities For more information visit the individual product sections of this guide and read reviews for each product on TrustRadius
There are a number of positively rated Marketing Automation products that donrsquot have quite the same focus on the Small Business segment These are designated as (Strong Performers in Marketing Automation for Small Business on the TrustMaptrade
PRODUCT AVG SMALL BUSINESS RATING SMALL BUSINESS FOCUS SMALL BUSINESS CUSTOMER ESTIMATE
Pardot 46 21 315
Oracle Eloqua 48 6 92
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Small Businesses
Page 15 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
Marketing Automation TrustMaptrade for Mid-Size Companies
TM
Mid-Size Company Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 41
BEST PRODUCTS
Average 39
(Percent of Customers in Mid-Size Company Segment)
The average rating for Marketing Automation products in the Mid-Size Company segment is 39 out of 5 (versus 43 out of 5 for the Small Business segment) This pattern fits within a larger trend that we often see on TrustRadiuscom - as you move up-market and solutions become more complex and user requirements more demanding average ratings tend to decline
Page 16 of 46copyTrustRadius Inc 2014
The average segment focus among vendors serving the Mid-Size Company segment is 41 Factoring both user ratings and market focus the Best Marketing Automation Products for Mid-Sized companies are
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Marketo 42 60 1801
Pardot (Salesforce) 40 58 864
Percent of clients that are Mid-Sized Companies as indicated by the mix of reviews on TrustRadius
Additionally the following vendors are Strong Performers in Marketing Automation for Mid-Size companies highly rated yet have a below average concentration of customers in the Mid-Size Company
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Act-On 43 35 770
Eloqua 40 35 525
HubSpot 46 25 2679
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Mid-Size Companies
Page 17 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Enterprises (gt500 employees)
Marketing Automation TrustMaptrade for Enterprises
TM
Enterprise Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 46
BEST PRODUCTS
Average 38
(Percent of Customers in Enterprise Segment)
The average rating for Enterprise Marketing Automation products is 38 out of 5 (compared to 39 for Mid-Size Companies and 43 for Small Businesses) The average enterprise customer focus is 46 There are several solutions designed exclusively or largely for large enterprises and among them all Oraclersquos Eloqua is the clear winner and the Best Product for Enterprise Marketing Automation
PRODUCT AVG ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Oracle Eloqua 44 59 870
Percentage of Enterprise clients as indicated by the mix of reviews on TrustRadius
Page 18 of 46copyTrustRadius Inc 2014
There are four Strong Performers in the Enterprise segment (highly rated by customers but with smaller proportions of them in the Enterprise segment) that are worth evaluating depending on your requirements
PRODUCT ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Pardot (Salesforce) 39 21 318
Marketo 39 15 450
Act-On 47 13 282
HubSpot 44 6 609
raquo Pardot - Any company that is heavily reliant on Salesforcecom as a CRM would be wise to also evaluate Pardot given their recent acquisition by Salesforcecom Pardot scores quite favorably among Enterprise customers although its campaign management feature set is not as robust as those of Eloqua or Marketo Read more about the proscons of Pardot and a management interview about their plans for integration with Salesforcecom in the Pardot product section
raquo Marketo is rapidly building additional enterprise-oriented capabilities including Marketing Resource Management (MRM) We have also heard from several consultants serving large accounts who have seen success with Marketo It is the most frequently compared product with Eloqua with 59 of those evaluating Eloqua also evaluating Marketo (see Comparison Ring below)
raquo Act-On is used by a number of large Enterprises most often as a departmental solution It is generally not considered a suitable choice for centralized marketing operations at a large enterprise
raquo HubSpot also has a large number of Enterprise accounts and is very positively rated within this segment In some cases HubSpot is used in conjunction with other marketing automation solutions like Marketo
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Ring for Eloqua ndash Best Product in Enterprise Marketing Automation
copyTrustRadius Inc 2014Page 19 of 46
Act-On Ratings amp User FeedbackAct-On provides a cloud-based integrated Marketing Automation platform that enables small to medium sized businesses and departments of large enterprises to effectively acquire customers build loyalty and expand their relationships with these customers Act-Onrsquos technology features an intuitive user interface and includes an email engine with integration to leading web conferencing and CRM solutions tools for website visitor tracking lead scoring lead nurturing and social media prospecting design tools for web forms landing pages and emails inbound tools for SEO Google AdWords tracking and blog integration Act-On is a privately held company and has raised $74 million in venture capital to date including $42 million announced on April 15th 2014 Act-Ons Founder CEO was the co-founder and CTO of the marketing solutions provider Responsys
Company status Private
2013 revenue estimate $31 million
Growth 2012-13 215
Customers 2200
Employees 261
2012 revenue $10m (httpwwwforbescomcompaniesact-on-software) interview with TrustRadius indicated growth of 215 Interview with TrustRadius LinkedIn employees listed
Product Ratings amp User Feedback
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 15 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
Marketing Automation TrustMaptrade for Mid-Size Companies
TM
Mid-Size Company Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 41
BEST PRODUCTS
Average 39
(Percent of Customers in Mid-Size Company Segment)
The average rating for Marketing Automation products in the Mid-Size Company segment is 39 out of 5 (versus 43 out of 5 for the Small Business segment) This pattern fits within a larger trend that we often see on TrustRadiuscom - as you move up-market and solutions become more complex and user requirements more demanding average ratings tend to decline
Page 16 of 46copyTrustRadius Inc 2014
The average segment focus among vendors serving the Mid-Size Company segment is 41 Factoring both user ratings and market focus the Best Marketing Automation Products for Mid-Sized companies are
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Marketo 42 60 1801
Pardot (Salesforce) 40 58 864
Percent of clients that are Mid-Sized Companies as indicated by the mix of reviews on TrustRadius
Additionally the following vendors are Strong Performers in Marketing Automation for Mid-Size companies highly rated yet have a below average concentration of customers in the Mid-Size Company
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Act-On 43 35 770
Eloqua 40 35 525
HubSpot 46 25 2679
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Mid-Size Companies
Page 17 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Enterprises (gt500 employees)
Marketing Automation TrustMaptrade for Enterprises
TM
Enterprise Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 46
BEST PRODUCTS
Average 38
(Percent of Customers in Enterprise Segment)
The average rating for Enterprise Marketing Automation products is 38 out of 5 (compared to 39 for Mid-Size Companies and 43 for Small Businesses) The average enterprise customer focus is 46 There are several solutions designed exclusively or largely for large enterprises and among them all Oraclersquos Eloqua is the clear winner and the Best Product for Enterprise Marketing Automation
PRODUCT AVG ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Oracle Eloqua 44 59 870
Percentage of Enterprise clients as indicated by the mix of reviews on TrustRadius
Page 18 of 46copyTrustRadius Inc 2014
There are four Strong Performers in the Enterprise segment (highly rated by customers but with smaller proportions of them in the Enterprise segment) that are worth evaluating depending on your requirements
PRODUCT ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Pardot (Salesforce) 39 21 318
Marketo 39 15 450
Act-On 47 13 282
HubSpot 44 6 609
raquo Pardot - Any company that is heavily reliant on Salesforcecom as a CRM would be wise to also evaluate Pardot given their recent acquisition by Salesforcecom Pardot scores quite favorably among Enterprise customers although its campaign management feature set is not as robust as those of Eloqua or Marketo Read more about the proscons of Pardot and a management interview about their plans for integration with Salesforcecom in the Pardot product section
raquo Marketo is rapidly building additional enterprise-oriented capabilities including Marketing Resource Management (MRM) We have also heard from several consultants serving large accounts who have seen success with Marketo It is the most frequently compared product with Eloqua with 59 of those evaluating Eloqua also evaluating Marketo (see Comparison Ring below)
raquo Act-On is used by a number of large Enterprises most often as a departmental solution It is generally not considered a suitable choice for centralized marketing operations at a large enterprise
raquo HubSpot also has a large number of Enterprise accounts and is very positively rated within this segment In some cases HubSpot is used in conjunction with other marketing automation solutions like Marketo
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Ring for Eloqua ndash Best Product in Enterprise Marketing Automation
copyTrustRadius Inc 2014Page 19 of 46
Act-On Ratings amp User FeedbackAct-On provides a cloud-based integrated Marketing Automation platform that enables small to medium sized businesses and departments of large enterprises to effectively acquire customers build loyalty and expand their relationships with these customers Act-Onrsquos technology features an intuitive user interface and includes an email engine with integration to leading web conferencing and CRM solutions tools for website visitor tracking lead scoring lead nurturing and social media prospecting design tools for web forms landing pages and emails inbound tools for SEO Google AdWords tracking and blog integration Act-On is a privately held company and has raised $74 million in venture capital to date including $42 million announced on April 15th 2014 Act-Ons Founder CEO was the co-founder and CTO of the marketing solutions provider Responsys
Company status Private
2013 revenue estimate $31 million
Growth 2012-13 215
Customers 2200
Employees 261
2012 revenue $10m (httpwwwforbescomcompaniesact-on-software) interview with TrustRadius indicated growth of 215 Interview with TrustRadius LinkedIn employees listed
Product Ratings amp User Feedback
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 16 of 46copyTrustRadius Inc 2014
The average segment focus among vendors serving the Mid-Size Company segment is 41 Factoring both user ratings and market focus the Best Marketing Automation Products for Mid-Sized companies are
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Marketo 42 60 1801
Pardot (Salesforce) 40 58 864
Percent of clients that are Mid-Sized Companies as indicated by the mix of reviews on TrustRadius
Additionally the following vendors are Strong Performers in Marketing Automation for Mid-Size companies highly rated yet have a below average concentration of customers in the Mid-Size Company
PRODUCT AVG MID-SIZE COMPANY RATING MID-SIZE COMPANY FOCUS MID-SIZE CUSTOMER ESTIMATE
Act-On 43 35 770
Eloqua 40 35 525
HubSpot 46 25 2679
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Rings of the Best Marketing Automation Products for Mid-Size Companies
Page 17 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Enterprises (gt500 employees)
Marketing Automation TrustMaptrade for Enterprises
TM
Enterprise Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 46
BEST PRODUCTS
Average 38
(Percent of Customers in Enterprise Segment)
The average rating for Enterprise Marketing Automation products is 38 out of 5 (compared to 39 for Mid-Size Companies and 43 for Small Businesses) The average enterprise customer focus is 46 There are several solutions designed exclusively or largely for large enterprises and among them all Oraclersquos Eloqua is the clear winner and the Best Product for Enterprise Marketing Automation
PRODUCT AVG ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Oracle Eloqua 44 59 870
Percentage of Enterprise clients as indicated by the mix of reviews on TrustRadius
Page 18 of 46copyTrustRadius Inc 2014
There are four Strong Performers in the Enterprise segment (highly rated by customers but with smaller proportions of them in the Enterprise segment) that are worth evaluating depending on your requirements
PRODUCT ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Pardot (Salesforce) 39 21 318
Marketo 39 15 450
Act-On 47 13 282
HubSpot 44 6 609
raquo Pardot - Any company that is heavily reliant on Salesforcecom as a CRM would be wise to also evaluate Pardot given their recent acquisition by Salesforcecom Pardot scores quite favorably among Enterprise customers although its campaign management feature set is not as robust as those of Eloqua or Marketo Read more about the proscons of Pardot and a management interview about their plans for integration with Salesforcecom in the Pardot product section
raquo Marketo is rapidly building additional enterprise-oriented capabilities including Marketing Resource Management (MRM) We have also heard from several consultants serving large accounts who have seen success with Marketo It is the most frequently compared product with Eloqua with 59 of those evaluating Eloqua also evaluating Marketo (see Comparison Ring below)
raquo Act-On is used by a number of large Enterprises most often as a departmental solution It is generally not considered a suitable choice for centralized marketing operations at a large enterprise
raquo HubSpot also has a large number of Enterprise accounts and is very positively rated within this segment In some cases HubSpot is used in conjunction with other marketing automation solutions like Marketo
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Ring for Eloqua ndash Best Product in Enterprise Marketing Automation
copyTrustRadius Inc 2014Page 19 of 46
Act-On Ratings amp User FeedbackAct-On provides a cloud-based integrated Marketing Automation platform that enables small to medium sized businesses and departments of large enterprises to effectively acquire customers build loyalty and expand their relationships with these customers Act-Onrsquos technology features an intuitive user interface and includes an email engine with integration to leading web conferencing and CRM solutions tools for website visitor tracking lead scoring lead nurturing and social media prospecting design tools for web forms landing pages and emails inbound tools for SEO Google AdWords tracking and blog integration Act-On is a privately held company and has raised $74 million in venture capital to date including $42 million announced on April 15th 2014 Act-Ons Founder CEO was the co-founder and CTO of the marketing solutions provider Responsys
Company status Private
2013 revenue estimate $31 million
Growth 2012-13 215
Customers 2200
Employees 261
2012 revenue $10m (httpwwwforbescomcompaniesact-on-software) interview with TrustRadius indicated growth of 215 Interview with TrustRadius LinkedIn employees listed
Product Ratings amp User Feedback
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 17 of 46copyTrustRadius Inc 2014
The Best Marketing Automation Products for Enterprises (gt500 employees)
Marketing Automation TrustMaptrade for Enterprises
TM
Enterprise Segment Focus
Aver
age
User
Rat
ing
100806040200
25
30
35
40
45
50STRONG PERFORMERS
Average 46
BEST PRODUCTS
Average 38
(Percent of Customers in Enterprise Segment)
The average rating for Enterprise Marketing Automation products is 38 out of 5 (compared to 39 for Mid-Size Companies and 43 for Small Businesses) The average enterprise customer focus is 46 There are several solutions designed exclusively or largely for large enterprises and among them all Oraclersquos Eloqua is the clear winner and the Best Product for Enterprise Marketing Automation
PRODUCT AVG ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Oracle Eloqua 44 59 870
Percentage of Enterprise clients as indicated by the mix of reviews on TrustRadius
Page 18 of 46copyTrustRadius Inc 2014
There are four Strong Performers in the Enterprise segment (highly rated by customers but with smaller proportions of them in the Enterprise segment) that are worth evaluating depending on your requirements
PRODUCT ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Pardot (Salesforce) 39 21 318
Marketo 39 15 450
Act-On 47 13 282
HubSpot 44 6 609
raquo Pardot - Any company that is heavily reliant on Salesforcecom as a CRM would be wise to also evaluate Pardot given their recent acquisition by Salesforcecom Pardot scores quite favorably among Enterprise customers although its campaign management feature set is not as robust as those of Eloqua or Marketo Read more about the proscons of Pardot and a management interview about their plans for integration with Salesforcecom in the Pardot product section
raquo Marketo is rapidly building additional enterprise-oriented capabilities including Marketing Resource Management (MRM) We have also heard from several consultants serving large accounts who have seen success with Marketo It is the most frequently compared product with Eloqua with 59 of those evaluating Eloqua also evaluating Marketo (see Comparison Ring below)
raquo Act-On is used by a number of large Enterprises most often as a departmental solution It is generally not considered a suitable choice for centralized marketing operations at a large enterprise
raquo HubSpot also has a large number of Enterprise accounts and is very positively rated within this segment In some cases HubSpot is used in conjunction with other marketing automation solutions like Marketo
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Ring for Eloqua ndash Best Product in Enterprise Marketing Automation
copyTrustRadius Inc 2014Page 19 of 46
Act-On Ratings amp User FeedbackAct-On provides a cloud-based integrated Marketing Automation platform that enables small to medium sized businesses and departments of large enterprises to effectively acquire customers build loyalty and expand their relationships with these customers Act-Onrsquos technology features an intuitive user interface and includes an email engine with integration to leading web conferencing and CRM solutions tools for website visitor tracking lead scoring lead nurturing and social media prospecting design tools for web forms landing pages and emails inbound tools for SEO Google AdWords tracking and blog integration Act-On is a privately held company and has raised $74 million in venture capital to date including $42 million announced on April 15th 2014 Act-Ons Founder CEO was the co-founder and CTO of the marketing solutions provider Responsys
Company status Private
2013 revenue estimate $31 million
Growth 2012-13 215
Customers 2200
Employees 261
2012 revenue $10m (httpwwwforbescomcompaniesact-on-software) interview with TrustRadius indicated growth of 215 Interview with TrustRadius LinkedIn employees listed
Product Ratings amp User Feedback
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 18 of 46copyTrustRadius Inc 2014
There are four Strong Performers in the Enterprise segment (highly rated by customers but with smaller proportions of them in the Enterprise segment) that are worth evaluating depending on your requirements
PRODUCT ENTERPRISE RATING ENTERPRISE FOCUS ENTERPRISE CUSTOMER ESTIMATE
Pardot (Salesforce) 39 21 318
Marketo 39 15 450
Act-On 47 13 282
HubSpot 44 6 609
raquo Pardot - Any company that is heavily reliant on Salesforcecom as a CRM would be wise to also evaluate Pardot given their recent acquisition by Salesforcecom Pardot scores quite favorably among Enterprise customers although its campaign management feature set is not as robust as those of Eloqua or Marketo Read more about the proscons of Pardot and a management interview about their plans for integration with Salesforcecom in the Pardot product section
raquo Marketo is rapidly building additional enterprise-oriented capabilities including Marketing Resource Management (MRM) We have also heard from several consultants serving large accounts who have seen success with Marketo It is the most frequently compared product with Eloqua with 59 of those evaluating Eloqua also evaluating Marketo (see Comparison Ring below)
raquo Act-On is used by a number of large Enterprises most often as a departmental solution It is generally not considered a suitable choice for centralized marketing operations at a large enterprise
raquo HubSpot also has a large number of Enterprise accounts and is very positively rated within this segment In some cases HubSpot is used in conjunction with other marketing automation solutions like Marketo
When you find a product that closely aligns with your needs itrsquos easy to evaluate and compare it to its top competitors in the market with the TrustRadius Comparison Ring These suggestions are based on over 10000 individual comparisons made by Marketing Automation software buyers on TrustRadiuscom
Comparison Ring for Eloqua ndash Best Product in Enterprise Marketing Automation
copyTrustRadius Inc 2014Page 19 of 46
Act-On Ratings amp User FeedbackAct-On provides a cloud-based integrated Marketing Automation platform that enables small to medium sized businesses and departments of large enterprises to effectively acquire customers build loyalty and expand their relationships with these customers Act-Onrsquos technology features an intuitive user interface and includes an email engine with integration to leading web conferencing and CRM solutions tools for website visitor tracking lead scoring lead nurturing and social media prospecting design tools for web forms landing pages and emails inbound tools for SEO Google AdWords tracking and blog integration Act-On is a privately held company and has raised $74 million in venture capital to date including $42 million announced on April 15th 2014 Act-Ons Founder CEO was the co-founder and CTO of the marketing solutions provider Responsys
Company status Private
2013 revenue estimate $31 million
Growth 2012-13 215
Customers 2200
Employees 261
2012 revenue $10m (httpwwwforbescomcompaniesact-on-software) interview with TrustRadius indicated growth of 215 Interview with TrustRadius LinkedIn employees listed
Product Ratings amp User Feedback
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
copyTrustRadius Inc 2014Page 19 of 46
Act-On Ratings amp User FeedbackAct-On provides a cloud-based integrated Marketing Automation platform that enables small to medium sized businesses and departments of large enterprises to effectively acquire customers build loyalty and expand their relationships with these customers Act-Onrsquos technology features an intuitive user interface and includes an email engine with integration to leading web conferencing and CRM solutions tools for website visitor tracking lead scoring lead nurturing and social media prospecting design tools for web forms landing pages and emails inbound tools for SEO Google AdWords tracking and blog integration Act-On is a privately held company and has raised $74 million in venture capital to date including $42 million announced on April 15th 2014 Act-Ons Founder CEO was the co-founder and CTO of the marketing solutions provider Responsys
Company status Private
2013 revenue estimate $31 million
Growth 2012-13 215
Customers 2200
Employees 261
2012 revenue $10m (httpwwwforbescomcompaniesact-on-software) interview with TrustRadius indicated growth of 215 Interview with TrustRadius LinkedIn employees listed
Product Ratings amp User Feedback
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 20 of 46copyTrustRadius Inc 2014
Aggregate User Ratings on TrustRadiusAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
ACT-ON MARKETING AUTOMATION AVERAGE
Likelihood to recommend 91 84
Likelihood to renew 90 83
Product usability 88 83
Performance and reliability 91 88
Support rating 92 83
Training satisfaction 90 86
Implementation satisfaction 92 85
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Summary of Review FeedbackAct-On scores well above the Marketing Automation average Its scores are strong across the board and indicate generally high product and vendor satisfaction
STRENGTHS AREAS FOR IMPROVEMENT
Customer Support raquo Support team is considered highly
responsive and very effective at troubleshooting problems
TemplateForm Customization raquo Difficult to make comprehensive changes to
templates using the HTML editor
Salesforce Integration raquo Integration is generally considered to be
seamless and allows sales teams to prioritize based on lead scores
Reporting raquo Could be stronger ndash in particular no way to share
reports with others
Usability raquo Product is intuitive particularly for email
automation and landing page templates
Lead scoring raquo Easy to use but not very sophisticated
Source (40) in-depth end-user reviews of Act-On on TrustRadius
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 21 of 46copyTrustRadius Inc 2014
Excerpts from Interview with Atri Chatterjee CMO On market focus ldquoIn product and business terms we are firmly focused on mid-market firms or departments of larger enterprises These can range from $10 to $500 million in revenue If you want a company focused on the mid-market and enterprise departmental solutions thatrsquos usrdquo
On industry trends ldquoWe are seeing more emphasis on mobile and social The issue is becoming how can I organize track and use these different channels in a cohesive way We are building out our social capabilities further as we see this as a key component of digital
marketing We already support mobile by focusing on allowing marketers to build campaigns landing pages and email templates that work best on mobile devicesrdquo
On Marketing Automation beyond lead management ldquoWe are seeing that marketing automation can be used beyond the lead to revenue optimization path but can also be used for retention and expansion This is an area that most marketers have not done much thinking about but it is important to do a better job for example of profiling the customer baserdquo
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 22 of 46copyTrustRadius Inc 2014
Adobe Neolane Ratings amp User FeedbackThe Neolane platform comprises not just lead management and campaign management but also social marketing and marketing resource management (MRM) capabilities These MRM features designed to manage resource allocation and budgets are important for enterprise customers Neolane was founded in France in 2001 and raised over $35m before being acquired by Adobe for $600m in June 2013 They have a large presence in Europe and over 400 clients worldwide Although they have some marquee clients in the US their presence is still limited
Company status Owned by Adobe (Public)
2013 revenue estimate $75m
Growth 2011-2012 40
Customers 400
Employees 300
Estimate based upon 2012 revenue and assumption of 30 growth Generated $58m in 2012 and grew 40 per httpwwwreuterscomarticle20130205ma-neolane-idUSnBw9Rgjsya+120+BSW20130205 httpwwwbizjournalscombostonblogstartups201302neolane-marketing-software-ipo-watershtmlpage=all
Aggregate User Ratings on TrustRadiusA small number of reviews does not allow for meaningful analysis of overall scores compared to the average but usability is an issue while support appears to be a strength
ADOBE NEOLANE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 72 84
Likelihood to renew 86 83
Product usability 60 83
Performance and reliability 70 88
Support rating 85 83
Training satisfaction 80 86
Implementation satisfaction 80 85
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 23 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Campaign Automation raquo Campaign automation and segmentation are
very strong
UI Design raquo The user interface is not intuitive and there is a
steep learning curve
Integration raquo Integration with Adobersquos SiteCatalyst is
important Also integrates with CRMs
Error Message Handling raquo Error messages are very vague and difficult
to interpret
Source (5) In-depth end-user reviews of Adobe Neolane on TrustRadius
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 24 of 46copyTrustRadius Inc 2014
CallidusCloud Marketing Automation (formerly LeadFormix) Ratings amp User FeedbackCallidusCloud Marketing Automation markets itself as Marketing Automation 20 by which they mean that in addition to the standard marketing automation toolbox they also provide tools to help salespeople close leads The platform can analyze the web content that site visitors consume and can identify the company that web visitors are from based on IP address Leadformix was acquired by CallidusCloud in 2012 for $9m in cash
Company status Part of CallidusCloud (Public)
2012 revenue estimate $7 million
Growth 2011-2012 NA
Customers 2011 680
Employees 600
CallidusCloud has over 600 employees including all product lines LinkedIn lists 63 for Leadformix httpcustomerexperiencematrixblogspotcom201201calliduscloud-buys-marketing-automationhtml CallidusCloud relayed to us that 40 of their customer base of 1700 customers uses marketing automation
Aggregate User Ratings on TrustRadiusCallidusCloud scores below the category average with a particularly low ldquoLikelihood to Recommendrdquo score It should be pointed out that most reviewers are primarily reviewing the email capabilities and there is some dissatisfaction due to scheduling limitations which pushes scores down
CALLIDUSCLOUD MARKETING AUTOMATION AVERAGE
Likelihood to recommend 65 84
Likelihood to renew 69 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 25 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Straightforward email marketing platform that
allows campaigns to be stored and shared
Scheduling raquo The system will only send to one list per hour
which is not efficient (vendor disputes this)
Reporting raquo Reports are easy to understand especially the
Daily Visitor report
Templates raquo Email design WYSIWYG editor needs
additional work
Source (8) In-depth end-user reviews of CallidusCloud on TrustRadius
Excerpts from Interview with Giles House CMO at CallidusCloud On market focus ldquoMany marketing automation products are used primarily by the marketing team and the sales team never gets to see them at all Marketing automation is traditionally anti-Sales But Sales needs marketing tools to do their job ndash itrsquos not just a matter of following up on leads thrown over the fence by marketinghellipThis is our fundamental premise The product must be easy enough to use for a sales team to be able to use it independentlyrdquo
On differentiation ldquoThe core functionality of the product is exposed via the API so that agencies and partners can have access to the platform and build out custom applications on the platform as they see fit This is a good opportunity for agencies and we are growing fast through this channelrdquo
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 26 of 46copyTrustRadius Inc 2014
eTrigue DemandCenter Ratings amp User FeedbackeTrigue grew out of a demand generation agency in Silicon Valley and was founded in 2005 as a lead-generation platform aimed at small and medium sized businesses Today the majority of their 400 customers are in the small business and SME segments The eTrigue platform is built around core lead generation capabilities like email marketing and campaign management Their strategy is to partner with 3rd parties for non-core functionality like social and event management The entire platform is available to all customers and pricing varies with database size
Company status Private
2012 revenue estimate NA
Growth 2012-2013 NA
Customers 400
Employees 53 (verifying)
Source Interview with eTrigue management ndash 15 LinkedIn employees listed
Aggregate User Ratings on TrustRadiuseTrigue currently scores below the average Reviews are polarized with mostly excellent reviews and a couple of very negative ones bringing down the average
ETRIGUE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 74 84
Likelihood to renew 64 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction NA 85
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 27 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Customer support raquo Customer support is very good Highly respon-
sive and helpful The team is also very open to user feedback
Reporting raquo Several people found the report design
functionality difficult to use Introduction of pre-packaged ldquoMarketing Effectivenessrdquo reports has helped
Email and landing page editors raquo Easy to design pages with no knowledge of
HTML required
CRM integration raquo Integration with Salesforce has been a significant
issue for some
Source (7) In-depth end-user reviews of eTrigue DemandCenter on TrustRadius
Excerpts from Interview with Jim Meyer VP and General Manager On target market ldquoWe do tend to focus on firms who have limited marketing resources are very nimble and need to get a lot done These are either small companies who want to look like large companies or large companies with very few marketing resources We have many customers who switch to us because of low utilization rates on other productsrdquo
On differentiation ldquoWe decided to build a campaign manager thatrsquos so easy to use that anyone in the organization can use it It doesnrsquot need an expert to run it We provide 80 of the most used functionality Many companies are coming to realize that this is really all
they need For anything outside our core competency like social and surveys we will partner and integraterdquo
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 28 of 46copyTrustRadius Inc 2014
HubSpot Ratings amp User FeedbackHubSpot is an ldquoall-in-onerdquo marketing platform that includes functionality like blogging SEO social media website content management and email marketing HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time In 2011 HubSpot acquired Marketing Automation vendor Performable and this is the basis of their lead management and email capabilities HubSpot pricing starts at $200month
Company status Private
2013 revenue $776m
Growth 2012-2013 50
Customers 10595
Employees 790
HubSpot revenue - httpbloghubspotcommarketinghubspot-2013-year-in-review-hspr LinkedIn employees listed
Aggregate User Ratings on TrustRadiusHubSpotrsquos ratings are very strong in all areas The focus on making customers successful is certainly a component in building these high levels of customer satisfaction
HUBSPOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 94 84
Likelihood to renew 92 83
Product usability 93 83
Performance and reliability 94 88
Support rating 87 83
Training satisfaction 95 86
Implementation satisfaction 90 85
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 29 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
All-In-One Platform raquo Multiple capabilities built into a single platform
obviates the need for additional tools
Integration With Other Products raquo Outside of the Salesforce integration some users
have struggled with integrations
Customer Success Programs raquo HubSpot is very focused on the success of its
users through coaching training weekly blog posts user conference customer support etc
Landing Page Customization raquo Although customers generally like the speed
of basic landing page creation creating more customized pages can be difficult
AnalyticsClosed Loop Reporting raquo Analytics gets good grades along with the
closed-loop marketing concept allowing users to tie revenue to marketing efforts
Social Capabilities raquo Some quibbles about the built-in social
media capabilities
CMSCOS raquo In 2013 HubSpot replaced their CMS platform with the Content Optimization System which allows users to
customize the web experience for website visitors Users had many issues with the CMS but expect the COS to be a better solution
Source (89) In-depth end-user reviews of HubSpot on TrustRadius
Excerpts from Interview with Mike Volpe CMO On market focus ldquoWhen we first got started years and years ago there was a focus on B2B and the smaller end of mid-sized companies but today our focus is really broad We still have a lot more B2B than B2C ndash itrsquos about a 7030 split We are strongest in what Irsquod term the mid-market - defined broadly as 10 to 2000 employeesrdquo
On all-in-one systems ldquoWhen you think about integration for marketing itrsquos much more than having all the tools in one place behind one log-in or one phone number to call when you need help The real core is that you can do things that are more
powerful eg allowing sales reps to listen to tweets from their leads You canrsquot do that if yoursquore trying to use Act-On and HootSuite together The way that we think about it is that we want to be the best place to run inbound marketing campaignsrdquo
On social capabilities ldquoSocial is just another form of communication with your customers Everyone wants that 360 degree view of the customer and social is a huge huge channelhellip We have both listening and publishing We do not have analytics eg sentiment or brand mentions We do have analytics to tie back into revenue eg for each tweet how many people click and performance of messages you publishrdquo
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 30 of 46copyTrustRadius Inc 2014
IBM Unica Ratings amp User FeedbackUnica is a marketing management product suite designed for large enterprises It includes an email marketing engine campaign management web optimization lead management and marketing resource management (MRM) capabilities The company was founded in 1992 and was acquired by IBM in 2010 It is now part of IBMrsquos Enterprise Marketing Management division
Company status Owned by IBM (Public)
2012 revenue estimate $100m
Growth 2012-2013 NA
Customers 1000
Employees 597
httpwwwmarketwatchcomstoryibm-to-buy-tech-ad-firm-unica-for-480-million-2010-08-13 httpenwikipediaorgwikiUnica_Corporation indicated 1500 customers assume 1000 for their campaign product line
Aggregate User Ratings on TrustRadiusThe small number of reviews for Unica does not allow for meaningful analysis of overall scores compared to the average but some users are looking for alternatives
IBM UNICA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 71 84
Likelihood to renew 73 83
Product usability NA 83
Performance and reliability NA 88
Support rating NA 83
Training satisfaction NA 86
Implementation satisfaction 9 85
Source (8) In-depth end-user reviews of Unica on TrustRadius
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Predictive Analytics raquo The Predictive Insights module is powerful
and effective
UI DesignComplexity raquo The user interface is dated and the overall
product design is very complex and requires extensive training
Campaigns raquo Unica Campaign is effective for list pulls
segmentation and scheduling
Web Analytics raquo The NetInsight module is dated and less effective
than some competing tools
Source (8) In-depth end-user reviews of Unica on TrustRadius
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 31 of 46copyTrustRadius Inc 2014
Infusionsoft Ratings amp User FeedbackInfusionsoft is a small business-focused comprehensive sales and marketing solution which includes basic CRM e-commerce and Marketing Automation capabilities Marketing Automation functionality includes email marketing campaign management landing pages and analytics Infusionsoft which is based in Chandler Arizona was founded in 2001 and has raised $71 million in capital including a recent $54 million financing by investment bank Goldman Sachs Infusionsoft recently acquired GroSocial a social media promotions tool which is offered as a stand-alone or integrated component
Company status Private
2013 revenue estimate $61m
Growth 2012-2013 58
Customers 19000
Employees 478
Reported $39m for 2012 (httpbloginfusionsoftcomcompany-newstop-2013-predictions-for-infusionsoft) and grew customer base 58 2012-2013 Grew revenue 53 2011-2012 As of December 2013 as shared in TrustRadius interview 19000 customers 350 employees and 12000 customers in 2012 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusInfusionsoftrsquos scores are strong in all areas and exceed the Marketing Automation average particularly for likelihood to renew system performance and reliability and customer support
INFUSIONSOFT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 87 84
Likelihood to renew 92 83
Product usability 83 83
Performance and reliability 94 88
Support rating 90 83
Training satisfaction 92 86
Implementation satisfaction 89 85
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 32 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email MarketingSegmentation raquo Email automation and list segmentation are
easy to manage
Learning Curve raquo Because Infusionsoft is such a broad tool
some users struggle with learning how to use its full capabilities
Campaign Builder raquo Drag-and-drop tool allows users to build an
end-to-end sales and marketing process
Buggy or unstable software raquo While system reliability is a strength
software quality control is identified as an issue by some
Shopping Cart raquo The shopping cart allows customers to sell
products directly from their website and send personalized emails triggered by purchases
OnboardingTraining raquo Training is rated well overall but some reviews
cited onboarding challenges
Source (28) In-depth end-user reviews of Infusionsoft on TrustRadius
Excerpts from Interview with Rebecca Sprynczynatyk Senior Director of Communications
On market focus ldquoWe are the sales and marketing platform for small businesses We serve exclusively companies less than 25 employees and many of our customers are less than five employees We seek to dominate the rsquoall-in-onersquo for small business categoryrdquo
On product usage ldquoOf our customer base 50 have direct sales capabilities and 50 sell through their website All customers use contact management and marketing automation (lead capture scoring email marketing and triggers) and 50 use sales automation with the other 50 using e-commercerdquo
On development focus ldquoWe are concentrating on training and a system usability score A good usability score is 70 and our goal is to achieve 825 for every facet of the platformrdquo
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 33 of 46copyTrustRadius Inc 2014
Marketo Ratings amp User FeedbackMarketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise Most customers are B2B firms with complex sales cycles though B2C made up 12 of bookings in Q4-2013 and is a growth segment for the company Marketorsquos small business options begin with Spark at $1195 month and offers email marketing drip nurturing landing pages and lead scoring Other options include the Standard and Select packages which offer additional features The enterprise version offers increased scalability and security options as well as the Revenue Cycle Analysis module that provides sales cycle modeling and revenue forecasting
Marketo became a public company in 2013 It has completed two acquisitions ndash Crowd Factory a social media incentive tool and most recently Insightera a reverse IP website content personalization platform Marketo is currently not profitable as it is investing heavily in sales and marketing for growth
Company status Public
2013 revenue $959 million
Growth 2012-2013 64
Customers 3001
Employees 663
httpwwwmarketocomaboutnewspress-releasesmarketo-announces-revenue-growth-of-64-to-95-9-million-for-2013php LinkedIn employees listed
Aggregate User Ratings on TrustRadiusMarketo generally scores well across the board though slightly below the Marketing Automation average When assessing these scores it should be noted that many Marketo users are quite sophisticated and demanding of their solution Marketorsquos scores are relatively similar to Eloqua its most direct competitor but both usability and implementation satisfaction are rated higher for Marketo While Marketorsquos customer support rating is quite strong it is lower than the rest of its ratings which suggests room for improvement in that area
MARKETO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 83 84
Likelihood to renew 82 83
Product usability 82 83
Performance and reliability 84 88
Support rating 77 83
Training satisfaction 81 86
Implementation satisfaction 82 85
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 34 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Usability raquo General perception that landing page design
lead nurturing and scoring are easier to use than other products particularly Eloqua
Reporting raquo Many feel that the out-of-the-box reporting
capabilities and dashboards are too basic
raquo Some users resent having to upgrade to the Revenue Optimizer module
Salesforce Integration raquo Since the program is built on the Forcecom
platform integration is simple to set up and real-time
Sales Insight Reporting raquo A few reviewers mentioned this as a
shortcoming Can see clicks and opens but no aggregate reporting
Comprehensive Feature Set raquo In addition to a powerful email engine strong
capabilities around landing page creation nurturedrip campaigns lead scoring and social integration
System ResponsivenessSpeed (historically) raquo Although database size is a factor even
standard implementations have some responsiveness issues
raquo Marketo has since re-architected the product to be a lot faster
Source (40) In-depth end-user reviews of Marketo on TrustRadius
Excerpts from Interview with Jon Miller Co-founder and VP Marketing On market focus ldquoWe believe itrsquos a fallacy to focus on a specific segmenthellipwe fervently believe that we can effectively serve a broad spectrum of clients with the lowest end being a company with a single dedicated marketer on staffrdquo
On product breadth ldquoAll the Marketing Automation vendors are building some form of partner ecosystem Marketo LaunchPoint has more than 250 companies in it The more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customers Breadth of ecosystem is becoming another element of competitionrdquo
On market education ldquoMarketing automation is a hard discipline The biggest constraint on success and growth is people who can sit down and figure out how to be successful Often when companies do not succeed itrsquos not because they chose the wrong tool itrsquos because they donrsquot know how to use it to drive better marketingrdquo
On thoughts for the future ldquoBuyers are increasingly omni-channel Marketing automation needs to be more omni-channel too There needs to be more incorporation of listening ie behavioral context data from more places and also more interaction via different channelsrdquo
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 35 of 46copyTrustRadius Inc 2014
Oracle Eloqua Ratings amp User FeedbackEloqua is a Marketing Automation platform largely focused on the B2B market Many customers are large enterprises but they also have many smaller ones among their 1500+ customers They offer three separate packages (BasicStandardEnterprise) for different size customers Pricing starts at $2000month for 10 marketing users The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels
Eloqua was founded in 2000 became a public company in August 2012 and was acquired by Oracle in December 2012 for $810 million
Company status Owned by Oracle (public)
2013 revenue estimate $123 million
Growth 2011-12 34
Customers (as of EO 2012) 1500+
Employees 312
2012 revenue was $948 million (httpwwwbiiacomeloqua-fourth-quarter-revenues-up-34-full-year-2012-revenues-up-27) and grew 34 2011-2012 Assume grew 30 2012-2013 Customers reported as 1200 January 2013 assume 30 growth since then - httpwwwbloorresearchcomanalysisoracle-acquires-eloqua-affect-marketing-automation LinkedIn employees listed ndash was 400 at time of acquisition
Aggregate User Ratings on TrustRadiusEloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew Its average scores for usability support training and implementation are below the benchmark However it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements so itrsquos not surprising to see lower scores in some areas
ELOQUA MARKETING AUTOMATION AVERAGE
Likelihood to recommend 86 84
Likelihood to renew 84 83
Product usability 77 83
Performance and reliability 85 88
Support rating 73 83
Training satisfaction 74 86
Implementation satisfaction 74 85
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 36 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
User CommunityTopliners raquo Many users cite the excellent Topliners
user community and Eloqua University as a significant competitive advantage
Product ComplexityUI Design raquo The product is complex and has a complex
user interface some improvements in this area in E10
Ease of Campaign Building raquo The Campaign Canvas for building campaigns
introduced in E10 gets high marks
Reporting raquo Standard reporting could be better and report
customization requires an Analyzer license
Bridging Gap between Marketing amp Sales raquo Tools allowing the sales team to engage with
best prospects are broadly appreciated
Release QualityBugs raquo New releases not adequately tested and
are buggy
Salesforce Integration raquo Integration with Salesforce is often cited as a strength but there are also some complaints regarding
difficulty of set-up and slow data sync
Source (49) In-depth end-user reviews of Eloqua on TrustRadius
Excerpts from Interview with Kevin Akeroyd General ManagerSVP Oracle Marketing Cloud
On market focus ldquoMarketing owns revenue and customer experience like never before They have to manage from awareness to consideration to conversion Where MA used to be just forms and email - prospects to initial conversion - now itrsquos the whole thing from awareness to advocacy and all the marketing channels that impact the process MA is at the heart of itrdquo
On best-of-breed versus integrated platforms ldquoItrsquos not by accident that our content marketing system (Compendium) our social marketing assets our marketing automation
tool (Eloqua) and most recent acquisitions Responsys and BlueKai are deeply integrated and sold as the Oracle Marketing Cloud UI workflow reporting and data integration - therersquos real value to the customer to have that all tightly integratedrdquo
On the marketing brain ldquoWe believe itrsquos the Universal Customer Profile It has to have all the digital body language ndash all social activity all mobile activity my web surfing ads Irsquove responded to what I might have responded to in email etc If yoursquore going to do this plus span the entire lifecycle the logical place is the marketing databaserdquo
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 37 of 46copyTrustRadius Inc 2014
Pardot Ratings amp User Feedback (from Salesforcecom) Pardotrsquos Marketing Automation system offers marketing campaign management tools designed for small and medium size businesses The company was acquired by ExactTarget in October 2012 for $955m after which it continued to operate as a separate business unitproduct line ExactTarget was subsequently acquired by Salesforcecom in July 2013 ExactTarget is being integrated as part of the Salesforcecom Marketing Cloud Pardot is being incorporated into the Sales Cloud
Company status Entity within public company
2012 revenue estimate $11m
Growth 2011-2012 44
Customers 1500
Employees 191
httpcustomerexperiencematrixblogspotcom201210exacttarget-acquires-pardot-great-exithtml Pardot indicates that this is the last publically available number As part of a public company they no longer break out numbers separately but the current employee number is somewhat higher LinkedIn employees listed
Aggregate User Ratings on TrustRadiusPardot scores close to the category average in most areas with the exception of performancereliability and implementation satisfaction where they donrsquot score as well They beat the average slightly in two categories - usability and support but lag slightly below the average for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo
PARDOT MARKETING AUTOMATION AVERAGE
Likelihood to recommend 82 84
Likelihood to renew 82 83
Product usability 84 83
Performance and reliability 82 88
Support rating 86 83
Training satisfaction 84 86
Implementation satisfaction 78 85
Source (33) In-depth end-user reviews of Pardot on TrustRadius
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 38 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Ease of Use raquo Pardot is frequently praised for usability
The product is easier to use than both Eloqua and Marketo
EmailLanding Page Editor raquo Editor is buggy and hard to use However Pardot
has recently made significant improvements in this area
Customer Support raquo Very strong endorsements of the quality of
customer support
Reporting raquo GoodData OEM is valuable only to highly
technical users
Strong integrations with 3rd party products raquo In addition to CRMs integrates with many
other tools including social networks
Needs folder organizational structure raquo Lack of folders to store marketing assets
has been an issue for some but is currently being addressed (wersquove heard that functionality has just been released to address this issue)
Salesforce integration has both plusses and minuses raquo Integration is obviously expected to improve now that Pardot is part of the Salesforce family but it gets
mixed reviews today
Source (33) in-depth end-user reviews of Pardot on TrustRadius
Excerpts from Interview with Adam Blitzer Co-founder VP amp GM Pardot On market focus ldquoWe were doing well in the SMB space and wanted to enter the enterprise market Acquisition by ExactTarget in 2012 gave us a large company infrastructure with sales engineers and a large geographic footprint that could help us sell into large accountsrdquo
On acquisition by Salesforce ldquoThe acquisition of ExactTarget by Salesforce in 2013 is a fantastic opportunity for Pardot For B2B marketing automation vendors the prospect and client base is primarily Salesforce customers We estimate that the market is currently
only 5 penetrated with marketing automation solutions and we are ideally placed to capture those prospects It is entirely logical for Pardot to be a part of the Sales Cloud and that lead scoringlead nurturing capabilities will reside on that platform with no back and forth syncing requiredrdquo
On Salesforcecom integration ldquoSalesforce integration issues will obviously go away completely as we port the product to the Salesforce platformrdquo
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 39 of 46copyTrustRadius Inc 2014
Silverpop Engage (Now Owned by IBM) Ratings amp User FeedbackSilverpop was founded in 1999 as an email marketing platform and it remains better known as such today Silverpop acquired its marketing automation capabilities through the acquisition of Vtrenz in 2007 these new capabilities were simply added to the existing Engage platform In 2012 Silverpop acquired CoreMotives a Marketing Automation solution that operates entirely within Microsoft Dynamics CRM A high proportion of customers are B2C but Silverpop reports that they too are using sophisticated marketing automation features IBM announced their acquisition of Silverpop on April 10th 2014 The rumored purchase price is $270 million or about 3x revenue
Company status Acquired by IBM
2013 revenue estimate $80m
Growth 2011-2012 40
Customers 2000
Employees 500
httpwwwbizjournalscomatlantaprint-edition20130503e-marketing-firm-silverpop-mulls-ipohtmlpage=all httpmarketinglandcomsilverpop-snares-25-million-in-new-funding-to-fuel-growt-41337Reported by Silverpop
Aggregate User Ratings on TrustRadiusSilverpoprsquos scores are somewhat below the average with the lowest scores for ldquolikelihood to recommendrdquo and ldquolikelihood to renewrdquo indicating some dissatisfaction
SILVERPOP ENGAGE MARKETING AUTOMATION AVERAGE
Likelihood to recommend 67 84
Likelihood to renew 66 83
Product usability 63 83
Performance and reliability 73 88
Support rating 74 83
Training satisfaction 90 86
Implementation satisfaction 78 85
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 40 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Email Marketing raquo Strong email capabilities reflect the productrsquos
legacy as an email marketing platform
User Interface raquo User interface is dated and needs an upgrade
Application Programming Interface (API) raquo API is generally considered effective
Account Management raquo Although clients like having an account manager
client services is uneven
Lead Scoring raquo Lead scoring module is relatively
sophisticated
Miscellaneous raquo Onboarding
raquo Email sending delays
raquo Reliability
Source (27) in-depth end-user reviews of Silverpop on TrustRadius
Excerpts from Interview with Laurie Hood VP Product Marketing On differentiation ldquoSilverpop has a diverse client base with numerous industries and company sizes represented The majority of our customers are B2C but both our B2C and B2B customers take advantage of our marketing automation tools such as personalization landing pages content marketing web tracking programs and scoring We were the first vendor in the space to meet the marketing automation needs of both B2B and B2C companies and we have worked with our customers to help them take advantage of this shift in feature adoption We expect others in the industry to follow our lead in this areardquo
On competition ldquoWe compete most often with Marketo Eloqua and ExactTarget In some cases customers want a tool that caters to ease of use and in other cases they are most interested in more sophisticated features We are best suited for professional marketers and provide exceptional lead scoring drag-and-drop campaign editing personalization and behavior-based functionalityrdquo
On user interface ldquoWe have paid careful attention to feedback on our user interface and have tried to strike a balance between making it more intuitive and continuing to deliver sophisticated behavior-based features In 2013 we launched significant enhancements to our send experience and will be dedicating time to additional user experience enhancements in our major releases this year as wellrdquo
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 41 of 46copyTrustRadius Inc 2014
Teradata Marketing Studio (formerly Aprimo Marketing Studio) Ratings amp User FeedbackAprimo was founded in 1998 and acquired by Teradata for $525m in 2011 One year later Teradata also acquired email vendor eCircle The Marketing Studio platform today contains functionality from all three vendors Pre-acquisition Aprimo had steadily moved its platform from an installed license model to a cloud subscription model which now accounts for a majority of its revenue
Teradatarsquos Marketing Studio combines traditional Marketing Automation functionality with operations marketing capabilities like resource and budget management The platform also includes a workflow engine The majority of the Teradata customer base is Business to Consumer (B2C)
Company status Owned by Teradata (public)
2013 revenue estimate $100m
Growth 2012-2013 NA
Customers NA
Employees 442
Generated $80m in 2010 at time of acquisition (httpwwwchannelinsidercomstorageTeradatas-Aprimo-Acquisition-Aids-Expansion-to-Cloud-Software-Services) and was expected to grow in the high teens Assuming 10 growth per year to $106m revenue in 2013 LinkedIn employees listed
Aggregate User Ratings on TrustRadiusWhile the number of reviews is limited Teradata Marketing Studio scores poorly across the board with the exception of ldquoperformance and reliabilityrdquo and ldquoimplementation satisfactionrdquo
TERADATA MARKETING STUDIO MARKETING AUTOMATION AVERAGE
Likelihood to recommend 57 84
Likelihood to renew 61 83
Product usability 55 83
Performance and reliability 90 88
Support rating 80 83
Training satisfaction 70 86
Implementation satisfaction 100 85
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 42 of 46copyTrustRadius Inc 2014
Summary of Review Feedback
STRENGTHS AREAS FOR IMPROVEMENT
Reporting raquo Standard SQL interface for reporting and
seamless integration with Cognos
Integration With Other Products raquo This can be a challenge as there is no native
integration interface
Segmentation and Workflow raquo Segmentation tool is very complete and ad-
mins can build sophisticated workflows
Difficult to Use and Learn raquo The user interface is dated and the product is
difficult to learn (although there are a couple of dissenting views)
raquo Support is also lacking
Source (7) in-depth end-user reviews of Teradata Marketing Studio on TrustRadius
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
copyTrustRadius Inc 2014Page 43 of 46
Most people buying Marketing Automation software consider it a multi-year investment and strategy to fully realize success There are a number of macro trends to consider which could influence your investment decision
1 Market consolidation
2 Increasing product breadth through development acquisition and integration
3 Emergence of enterprise marketing offerings
4 Creation of a Marketing Database of Record and CRM integration
Market ConsolidationThe last few years have seen very high levels of acquisition activity in the Marketing Automation space Most of the acquisitions have been large enterprise software companies acquiring pure-play Marketing Automation providers However some Marketing Automation providers like Marketo have also been acquisitive The following is a list of acquisitions that have occurred in the last few years
raquo 2010 IBM acquired Unica for $480 million
raquo 2011 Teradata acquired Aprimo for $525 million
raquo 2011 Act-On acquired the assets of Marketbright
raquo 2011 HubSpot acquired Performable
raquo 2012 Marketo acquired CrowdFactory a social campaign platform
raquo 2012 Microsoft acquired MarketingPilot
raquo 2012 Oracle acquired Eloqua for $810 million
raquo 2013 ExactTarget acquired Pardot for $95 million
raquo 2013 Salesforce acquired ExactTarget for $25 billion
raquo 2013 Adobe acquired Neolane for $600 million
raquo 2013 Marketo acquired Insightera for $20 million
raquo 2013 Oracle acquired Responsys for $15 billion
raquo 2013 Infusionsoft acquired GroSocial
raquo 2014 Callidus Cloud acquired LeadRocket (formerly Genius)
raquo 2014 IBM acquired Silverpop for an estimated $270 million
Trends in Marketing Automation
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 44 of 46copyTrustRadius Inc 2014
There have also been a number of new entrants in the last few years though none have yet risen to become substantial companies Among the many new entrants are Bislr (2011) inBoundio (2013) INBOX25 (2009) for Sugar CRM WhatsNexx (2008) Leadsberry (2010) Leadsius (2009) Target360 (for Microsoft Dynamics 2012) ClickDimensions (for Microsoft Dynamics 2010) or Prospecteer which blends content marketing with Marketing Automation capabilities
Increasing Product BreadthldquoI donrsquot think any solution certainly not today does it all We have many clients who use Marketo and HubSpot side-by-side for example Or take a newer solution like Captora who very specifically position themselves as feeding the top of the lead funnel at the same time that they trumpet their integration with more traditional marketing automation systems Irsquod be very skeptical of any solution that claims to be an lsquoall-in-onersquo marketing system And with todayrsquos cloud-based software and open architectures therersquos little reason not to pursue a best-of-breed strategyrdquo
Howard J Sewell ndash President Spear Marketing Group
As previously mentioned small business-oriented Marketing Automation tools typically include inbound capabilities for blogging SEO and social media publishing Marketing Automation tools designed for larger organizations are also expanding their range of capabilities through product development integration or acquisition Here are some examples
raquo Web Conferencing The ability to manage leads coming in from webinars makes these integrations essential Marketo Pardot Eloqua HubSpot and others achieve these integrations by partnering with 3rd-party vendors like ReadyTalk to build connectors that allow for invitations registration tracking reminders etc Act-On has built its own connectors to both WebEx and GoToWebinar
raquo Dynamic WebsiteProgressive Profiling Understanding who is visiting the website without requiring the visitor to fill out a form is critically important to improve conversion rates Once something is known about a visitor the web browsing experience can be tailored with that information to provide a more customized experience Silverpop as a vendor with a large proportion of B2C customers has recently developed ldquoVisitor Insightrdquo which does exactly that Neolane and HubSpot both offer some-thing similar as well Eloqua partners with Demandbase and Get Smart Content to offer this capability Marketo acquired Insightera in December 2013 to add this increasingly important capability to its arsenal of tools
raquo Marketing Resource Management These capabilities that have always been associated with high-end tools like Unica and Teradata (formerly Aprimo) are now starting to get some attention from other vendors too Marketo for example recently introduced Financial Management which is designed for managing marketing budgets across marketing teams
raquo Social Media Management Marketing Automation products have traditionally been focused on email but the ability to include social capabilities within the workflow has become almost a given Almost all vendors have made some progress in integrating social capabilities into their platforms Silverpop does particularly well here with ldquoPublish-to-Socialrdquo which allows marketers to send email and social updates at the same time HubSpot also has strong capabilities in the social arena offering both listening and publishing tools Marketo acquired social marketing company Crowd Factory in 2012 to add social campaign capabilities to the platform
Some vendors have decided to solve the problem of escalating breadth requirements by building partner ecosystems inspired by the Salesforce AppExchange Best-of-breed point tools sometimes provide much better functionality than what can be built in-house Marketo started LaunchPoint in 2012 and it currently has 200 participating partner companies Similarly Eloqua has the App Cloud and Act-On has the Partner Exchange (APEX)
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
Page 45 of 46copyTrustRadius Inc 2014
ldquoThe more open you can be to have other companies plugged in the better yoursquoll serve the needs of your customersrdquo
Jon Miller mdash Co-founder and VP Marketing Marketo
Emergence of Enterprise Marketing OfferingsThe large enterprise software companies like IBM Oracle Salesforce and Adobe have all made acquisitions of Marketing Automation platforms (Unica and Silverpop Eloqua and Responsys ExactTarget and Neolane respectively) as part of a larger vision to create enterprise marketing cloud offerings These vendors are focused on building enterprise marketing cloud suites where Marketing Automation is just one component of a full suite of modern digital marketing tools For example Adobersquos marketing cloud also includes web analytics AB testing social listening publishing amp analytics and ad management
Oraclersquos Kevin Akeroyd GM of the Oracle Marketing Cloud segments buyers into two tiers 1) those looking solely for marketing automation solutions and 2) those seeking a broader enterprise marketing offering He states ldquotoday tier one is 75 of the market but the 25 of the market represented by marketing cloud solutions is growing much fasterrdquo
It is important to note that Salesforce is integrating Pardot (formerly ExactTarget) into the Marketing Cloud Pardot has classically served B2C customers and has been more of a high-volume advanced email marketing platform vs a Marketing Automation tool oriented for B2B-style campaign management Pardot is becoming part of the SalesCloud
Marketing Database of Record amp CRM IntegrationHistorically many enterprises have considered their CRM the database of record Increasingly marketing functions consider their Marketing Automation system their database of record - it contains all the data relating to lead generation and lead nurturing campaigns customer communications and data across channels like social
Moreover many contacts (leads) in the marketing database have typically not yet reached the threshold where they become SQLs (Sales Qualified Leads) and are ready for a salesperson to follow up ndash the logical point to pass them to the CRM system This typically occurs via a data sync between the two systems The difficulty is that data syncs are inherently complex and are frequently a cause of customer dissatisfaction as is attested to by the attention given to this topic in reviews of these products More and more customers want the integration between these systems to be real-time ndash sales wants the leads immediately with no waiting In addition to sending leads to the CRM when they hit a pre-determined score other data sync requirements are also becoming more common making the process more complex For example the Marketing Automation application is required to send alerts to salespeople when a prospect performs an action such as visiting a web page or leads must be automatically assigned to the right sales rep through territory mapping rules
Some vendors like Marketo and HubSpot have addressed this problem by building applications that are native to platforms like Salesforcecom Salesforce itself plans to solve this problem by porting Pardot to the same underlying CRM database so that effectively Marketing Automation becomes an extension of Salesforce automation and the whole notion of a data sync is eliminated
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-
copyTrustRadius Inc 2014Page 46 of 46
The field of Marketing Automation has seen incredible growth in recent years The volume of products and features has increased substantially and so too has their complexity The best way to research this vast landscape is to compare your needs with those of similar buyers TrustRadiuscom has hundreds of in-depth reviews of Marketing Automation software and several great tools to aid your evaluation
raquo Review Filters - The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs Filter reviews to quickly find ones in your industry as well as those from similarly sized companies You can also filter by the reviewerrsquos department and even role to find those reviews that are as close as possible to your own perspective
raquo In-Depth Structured Reviews ndash Reviewers respond to a series of questions to create their reviews This leads to rich high-quality insights It also makes it easier for you to compare one personrsquos per-spective to anotherrsquos Below is an example of a user who has taken the time to author a very helpful in-depth review
raquo Comparison Ring - If yoursquore looking at a particular product find out which others it is most often com-pared with and see how they stack up against each other In this example the Comparison Ring shows the four products that are most often compared to Act-On with HubSpot leading by a wide margin
raquo Side-by-Side Comparisons - This tool is especially helpful when you need to get specific and compare the same aspect from multiple points of view Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability integration training and much more
Wersquod love to hear your opinion When yoursquore done reading reviews let us know about your own experiences with the software that you know best Yoursquoll help others who are in the same position as you
TrustRadius - the leading site for professionals to share candid insights about business software
Further Resources for Your Evaluation
- Introduction
- The State of Marketing Automation
- Achieving Success with Marketing Automation
- The Best Marketing Automation Productsby Market Segment
-
- The Best Marketing Automation Products for Enterprises (gt500 employees)
- The Best Marketing Automation Products for Small Businesses (lt50 employees)
- The Best Marketing Automation Products for Mid-Size Companies (51-500 employees)
-
- Product Ratings amp User Feedback
-